Who won The Celebrity Apprentice 2025: JB Gill's team triumphs as Lord Alan Sugar brutally fires one star
Gary the Penguin, do do do-do!JB Gill and his team have won The Celebrity Apprentice 2025 after roaring to victory with Gary the Penguin.
The JLS star triumphed in the two-part special with his teammates Matt Morsia, Thomas Skinner, Sarah Hadland, Angela Scanlon and Shazia Mirza.
JB and the team impressed Lord Alan Sugar with their whopping sales figures for their Christmas Gary biscuits, which they created in Lapland.
Unfortunately for the other team, one of them was fired. Here’s exactly what happened in the boardroom tonight…
Celebrity Apprentice 2025: Pitches, biscuits and Rylan Clark
In tonight’s episode of The Celebrity Apprentice, the candidates returned to the UK – biscuits in tow.
JB’s team had created Gary the Penguin, while Rob Rinder and his teammates had made a biccie called Jolly McTrouble. On his team were AJ Odudu, Eddie Kadi, Charlie Hedges, Kadeena Cox and Jake Wood.
After listening to their finished radio jingles and watching their very questionable TV ads, the two teams moved onto the big one.
First, the celebrities all called around their own contacts to try and flog their biscuits. They then had to pitch their biscuits to retail giants including Tesco, Amazon, Boots, Ocado and ASDA.
Matt – aka Legend – called in his Gladiators mates to help with the pitch for Gary the Penguin, while Rylan Clark was also convinced to assist.
Rob and his team, meanwhile, roped in Benedict Cumberbatch, Piers Morgan and Robbie Williams to promote Jolly McTrouble. They all sent video messages, raving about the product. Impressive!
Pitches over, the celebrities had to work the room and agree sales with as many of the retailers as possible.
Rob certainly raised eyebrows with Baroness Karren Brady as he attempted to almost bully one woman into buying thousands of Jolly McTroubles. He spoke about his dead grandmother to another retailer…
Thomas Skinner, meanwhile, showed his Apprentice credentials by bagging plenty of sales for Gary the Penguin.
JB Gill wins as sales figures are revealed
Once back in the boardroom, Lord Alan Sugar was finally able to check out how the two teams had got on. He watched their TV ads, listened to their jingles and even tried the biscuits.
It’s fair to say Lord Sugar thought Gary the Penguin’s TV advert was terrible, while he slammed Jolly Mc Trouble for not having any Children in Need branding on its packaging.
The sales results were then revealed.
Rob’s team sold Jolly Mc Trouble to all seven retailers and four more they called themselves. Their total sales was 355,500 units.
JB’s team also sold to all seven retailers plus an additional two. Their total was 452,000 units sold, which means they won.
As Rob, AJ, Eddie, Charlie, Kadeena and Jake hung their heads, the winners skipped off down the hallway. They sang “Gary the Penguin, do do do-do!” as they went.
Following a trip to the Bridge Street Cafe, the losing team headed back to the boardroom to face Lord Sugar for a debrief.
‘You’re fired’
AJ was especially quick to point the figure at PM Rob. The others also claimed they lacked real guidance from Rob during the task.
AJ, Eddie and Charlie were dismissed while Rob said he would be bringing Kadeena and Jake back into the boardroom. He didn’t appear to have a real reason for his choice!
Lord Sugar didn’t hang around. He told TV presenter and barrister Rob: “I don’t like wasting my time. You admit yourself that you gave your team no clear direction.
“Despite the fact that you did a tremendous job of selling over 300,000 units, and I do acknowledge that, it’s with regret that you’re fired.”
Jake and Kadeena were thanked by Lord Sugar for their contribution to Children in Need and were free to leave.
Bad luck, Rob!
Read more: Celebrity Apprentice 2025: These scathing reviews for Gary the Penguin will leave you in hysterics
