Sweet Suspicion. An ITV Partnership
Christmas is the key trading period, with intense competition for attention. Our goal for 2024 was clear: boost excitement, drive fame, increase our Net Promoter Scores (NPS), and maintain momentum during key sales weeks, without relying on media spend alone.
We needed a way to harness our Christmas ad to supercharge it, generate excitement and get everyone talking and guessing. We wanted to own the cultural conversation AND the consumer conversation.
We launched a TV campaign like no other — a mystery in two parts, centred around a missing dessert. The first ad set up the story, the second revealed the culprit. We knew that ITV would be the perfect partner – experts in high-profile dramas with the power to reach 71% of the UK.
Our approach was to treat both ads like ITV dramas, with exclusive access to ITV talent and platforms. ITV spliced our ad into trailers during Until I Kill You. We partnered with This Morning talent for weekly segments exploring suspects and shared teaser content via ITVX and socials. The reveal came three weeks later in I’m A Celeb. We created a cultural conversation and drove buzz through talent, trailers, digital, and live formats.
The campaign was a huge success and dominated the Christmas conversation. ITV viewers showed strong momentum, with 71% excited for the final reveal. 61% spoke with others about it. Brand tracking showed our NPS was the highest in 3 years, demonstrating positive results beyond media metrics. We also successfully closed the gap with key competitors during this critical period.
More recently, this campaign won Gold at Cannes Media Lions 2025, for Best Use of Channel Integration.