Holders of Iceland's Bonus Card will be given a scratchcard eveytime they make a purchase in-store. The card will offer a 1-in-3 chance of winning prizes including £10,000 and £1-off any £5 party food product.
The current Iceland sponsorship campaign behind I'm a Celebrity represents the retailer’s fourth year with the show. The current TV idents are the first to be produced without former Iceland brand ambassador Kerry Katona.
Speaking about the campaign, Iceland head of external communications Alison Laverick said: "Offering customers incentives via money-off coupons to buy into the Iceland Party Food range reinforces the sponsorship and brings it to life in an accessible way in-store.
"The long standing relationship between ITV and Iceland, 2009 is the fourth year of sponsorship, has enabled Iceland to understand how far the I'm a Celebrity sponsorship activity can extend into store in a way which resonates with customers."