Vinted sponsors Big Brother
June 12, 2023
ITV and Initial have announced that Vinted, the online C2C marketplace for buying and selling second-hand clothes and lifestyle items, will be the headline sponsor of the new series of Big Brother, when the reality show makes its return to UK television and moves onto ITV2 and ITVX later this year.
Bringing together two brands built around the concept of a community, the sponsorship was developed and negotiated between ITV, producer Banijay / Initial, Vinted and media agency Mindshare. It will be a full 360-degree partnership – including contextual ads, product placement, sponsorship of the Big Brother app, and social as well as sponsorship idents around the programme itself. All assets and content will be produced alongside Big Brother programme makers Initial, part of Banijay UK to ensure authentic integration with the programme brand.
Bhavit Chandrani, Director Digital & Creative Partnerships at ITV, commented: “Big Brother is one of the biggest, best-loved and most iconic shows on TV and we knew we were offering advertisers an unparalleled opportunity to be part of the brand-new series. I’m thrilled that Vinted will be growing their exposure through our headline sponsorship and showcasing the power of pre-loved fashion to viewers.”
Kęstutis Tyla, Senior Director of Offline Marketing at Vinted, said: “Our mission has always been to make second-hand the first choice, and this collaboration allows us to amplify our message and empower even more people to embrace pre-loved fashion. By teaming up with Big Brother, a show that in its founding, broke convention and celebrated social and cultural progress, we want to instigate conversations about breaking the norm when it comes to shopping and consumption. Together, we can collectively showcase the tremendous potential of pre-loved fashion and encourage a shift towards more circular behaviours.”
Chris Holdom, Head of Commercial Partnerships at Banijay UK, added: “Everyone here at Banijay / Initial are thrilled to have secured a sponsor that aligns with the values and ambition of the show. The collaboration between Big Brother’s senior editorial team together with ITV, Mindshare and Vinted has and will continue to be integral to maintaining the authenticity of the campaign and integrity of both brands. We expect to deliver a truly impactful campaign.”