Channel 5 signs up Very.co.uk as Big Brother partner

Channel 5 and Carat have created a partnership for leading online retailer, Very.co.uk, within Big Brother across 2013.

Very.co.uk will be a key show partner, supplying selected products for the house including home and electrical goods, branded dressing gowns and pink suitcases for the celebrity housemates.

The deal also includes branded editorial integration, whereby housemates will be set a task which will involve interacting with Very.co.uk products. Jon Owen, Very.co.uk Director, said: "We were delighted with the results of our partnership with Big Brother in 2012. And with an even greater level of cross-channel integration, coupled with a unique focus on our product range, this new campaign looks set to deliver even greater ROI for the Very.co.uk business".

Agostino Di Falco, Channel 5 Partnerships Director, said: "Very.co.uk is a perfect partner for CBB, as their core target audience is the 'savvy' 18-30 year old and their product range is not only designed with this target group in mind, but also fits the aspirational look and feel of the iconic Big Brother house".

Rachel Gibbs-McNeil, Carat Sponsorship Associate Director, added: "The partnership has been designed to deliver maximum impact for Very.co.uk through product placement, click-to-buy technology on channel5.com and the incorporation of Very.co.uk into Big Brother's infamous tasks. We have utilised the expanse of Northern and Shell's Big Brother platform and created a carefully targeted campaign reaching Very.co.uk's core audience in a unique way".