Celebs Go Virtual Dating

MediaCom, Lime, Channel 4

Agency: Mars Wrigley

Extra’s long standing association with ‘confidence in

dating’ was due to couple up with Love Island in Summer 2020. But when the dating show was cancelled and we were all stuck at home, Extra’s summer of love was given the cold shoulder. Gum wasn’t relevant and the whole category was tanking. But dating didn’t disappear. It changed shape. Working with Channel 4, Extra made dating shows relevant again, creating Celebs Go Virtual Dating to help singletons navigate the unfamiliar waters of dating digitally. This became Channel 4’s best performing Advertiser Funded Programme; 80% of viewers said Extra gave them confidence and sales increased by 100%.