After 2022, Very had the challenge of growing their brand awareness. When The Traitors came to RTÉ, it wasn’t just a TV show – it became a national obsession. For Very, one of Ireland’s leading online retailers, this was the perfect opportunity to showcase its bold new personality – stylish, playful and proudly Irish – within the country’s biggest new entertainment format.
As title sponsor of The Traitors Ireland, Very transformed a broadcast partnership into a 360° media experience that reached audiences wherever they watched, listened, or scrolled. The campaign spanned television, radio, digital, podcast, social and live events -making the brand more than a logo on screen, but an integral part of the story.
At its heart was Cherry the Flamingo – Very’s Irish mascot – reimagined as a glamorous “Traitor”, starring in bespoke stings that playfully echoed the show’s suspenseful “cloak” and “round-table” moments. From bespoke stings to live events, Very brought their signature creativity and flair to every touchpoint.
Results were outstanding: 54.8 million TV impacts, 3.6 million on-demand views, 103 million social impressions, and 2:1 ROI. Brand consideration rose +2pp, spontaneous awareness +1pp, and brand linkage soared from 8% to 45% post-campaign. Furthermore, search and site traffic saw a direct increase during the airing of the series.
By fully immersing itself in Ireland’s most talked-about show, Very didn’t just sponsor The Traitors Ireland — it became part of the cultural conversation, redefining what media sponsorship can achieve and proving that Irish rebrands can truly be Flamazing.
