Customers will be invited to sample Thai Green Curry Crickets and Chilli Worms throughout November and December in homage to the trials that the celebrities encounter in the jungle. Phil Tufnell, winner of the second series, will launch the trials.
The in-store activity will support the TV sponsorship, which kicks off on 20 November, marking the fourth time the holiday brand has sponsored the show.
The TV sponsorship features the first creative work from Beattie McGuinness Bungay since it won the account in September (Marketing, 14 September).
BMB's creative focuses on the benefits of First Choice's long-haul flights following the refurbishment of the group's Boeing 676 aircraft this year.
The idents use the strapline 'That's why we're First Choice' and promote the aircraft's wide-screen seatback entertain- ment and computer screens as well as added legroom.
When viewers vote for celebrities to stay on the show, they will receive a bounce-back text message with information from First Choice; those who use interactive channels will be able to access First Choice messages.
Online, I'm A Celebrity's microsite will feature First Choice branding and will drive traffic to the travel company's homepage. It will also feature a 'bug chucker trial' game.
First Choice will also promote the sponsorship internally and has set up a ded- icated intranet site featuring news, photographs and competitions.
Staff will have the chance to win a trip to Australia to watch the final.
The broadcast sponsorship was negotiated by SPP, a division of RCL.