Your browser is no longer supported. For the best experience of this website, please upgrade to a newer version or another browser.

Your browser appears to have cookies disabled. For the best experience of this website, please enable cookies in your browser

We'll assume we have your consent to use cookies, for example so you won't need to log in each time you visit our site.
Learn more aims for Big profits with Big Brother

Big Brother may be watching but bosses at are betting that their key customer base will also be tuning into the latest instalment of the reality series.

The etailer, owned by online shopping heavyweight Shop Direct, has signed a click-to-buy sponsorship deal with Channel 5, which will see branded products from Very feature throughout the new series of Celebrity Big Brother.

Viewers will be able to log onto the broadcaster’s website and bag themselves everything from the toaster to the tapestry and even the fluffy dressing gowns donned by their celebrity favourites.

The housemates, who include jockey Frankie Detorri and X Factor’s Rylan Clark, will also use products from the ecommerce site during the various infamous tasks set by Big Brother.

The ingenious marketing campaign seeks to turn viewer’s votes into customer clicks, as the partnership with the reality series directly targets the typical shopper- a match made in celebrity endorsed heaven.

The deal will continue into this summer’s edition of Big Brother, where Very products will dominate our screens for weeks at a time. For now, the shopping website is set to cash in on the celebrity effect as viewers across the country clamber to emulate their favourite well known housemate.

What’s more the cross platform interaction taps into the changing way in which consumers shop, as more and more of us browse online while watching our preferred programmes. As reported by Drapers, online shopping records were smashed over the Christmas period with sales growing by 44.95% compared to Boxing Day last year.

One thing is for certain, as the nation tries to beat the January blues by tuning into the latest reality TV guilty pleasure, regardless of which contestant reigns supreme at the end of the competition, is set to be crowned the winner.

Readers' comments (1)

  • Can't wait to hit the town dressed as my favourite Z-list celebrity this weekend! Thanks,

    Unsuitable or offensive? Report this comment

Have your say

You must sign in to make a comment

Please remember that the submission of any material is governed by our Terms and Conditions and by submitting material you confirm your agreement to these Terms and Conditions. Links may be included in your comments but HTML is not permitted.