In 2025, Centra — Ireland’s leading convenience retailer — set out to evolve from a trusted local brand into a modern, culturally connected voice in Irish life. To achieve this, Centra needed more than a sponsorship; it would make to be part of the national conversation.
Enter The Traitors Ireland — a cultural phenomenon built on trust, deception and entertainment. As the show’s Official Food Partner, Centra transformed a traditional TV sponsorship into a multi-platform content experience that lived across screens, stores and social feeds.
Under the creative platform “Sound or Suss?”, Centra extended the show’s intrigue into everyday life. In-store activations linked snacks to weekly viewing rituals, while witty, real-time social commentary turned Centra’s channels into a hub for fan engagement. Influencer partnerships with Olivia Spuds and Pádraig Wilson-McCarthy delivered relatable, shareable content. A fully immersive experiential event — The Sound or Suss? Night — brought a host of creators together to play the game in real life.
The results spoke volumes: over 16M video views, 4M+ reach, 58K engagements, and +40% sales uplift on featured products. Brand modernity rose by +5%, and prompted awareness reached 72% among regular viewers.
Through bold, creative storytelling and real-time audience connection, Centra turned snacks into shareable culture — proving that when a brand shows up in the right way, content can transform sponsorship into entertainment.
