[JUDGING] Centra Ireland
Section: Best Multiplatform Campaign - Paid
Organisation Name: Centra Ireland
Campaign Questions
Name Of Brand Client
Centra Ireland
Campaign Name
Centra X The Traitors Ireland
Personpeople Who Led This Campaign
Michelle Cahill, Melissa O'Connor, Cian Ryan
Do You Use Alt Text In Your Images And Caption Your Videos
Yes
What Objective For Campaign
The objective was to use Centra’s sponsorship of The Traitors Ireland to strengthen the brand’s cultural relevance, particularly among younger consumers, while delivering measurable commercial impact.
Centra already had strong national awareness, but the challenge was remaining relevant to under-34s in a highly competitive convenience market. The Traitors Ireland presented an opportunity to connect with this audience through one of the year’s biggest entertainment moments and give them another reason to choose Centra beyond traditional drivers such as location, convenience and price.
With no on-screen Centra branding, our objective was to make the sponsorship unmissable elsewhere. We wanted Centra to become part of the conversation surrounding the programme, using paid and organic social across multiple platforms to reach audiences before, during and after episodes.
Alongside building awareness of Centra’s role as Food Sponsor, we wanted to connect the brand naturally with the viewing occasion, positioning Centra’s snacking range as an essential part of Traitors night.
Ultimately, the campaign had three interconnected objectives: modernise perceptions of Centra, drive meaningful engagement with younger audiences and convert cultural relevance into measurable retail growth.
Outline Your Strategy For This Campaign
Our strategy was built around one key insight: The Traitors Ireland was not simply something people watched; it was something they participated in. Viewers dual-screened, debated theories and reacted in real time. For Centra to be relevant, we needed to become part of that behaviour.
With limited visible branding within the programme, we flipped the traditional sponsorship model: if we couldn’t bring Centra into The Traitors Ireland, we would bring The Traitors Ireland into Centra.
We created a connected multiplatform ecosystem spanning TikTok, Instagram, Facebook, X and local Centra store channels, supported by paid media, influencers and in-store activation. Content was tailored to each platform, from reactive commentary and trends to memes, polls, video and snack-led creative.
Our “Sound or Suss?” platform gave the campaign a consistent creative thread, extending the programme’s themes of trust, suspicion and deception into Centra content.
Crucially, we connected entertainment with a genuine shopping occasion. Products and offers were integrated into viewing-night content, positioning Centra as the destination for Traitors night essentials.
Paid, organic, influencer and local content worked together to build reach at scale while keeping Centra culturally relevant throughout the series.
What Were The Outcomes For This Campaign Metrics Next Question
The campaign transformed a limited food sponsorship into a major cultural activation for Centra.
Despite having no on-screen branding, Centra became a recognisable part of the conversation around The Traitors Ireland, embedding the brand into the weekly viewing experience through real-time, multiplatform social content.
Crucially, the campaign helped modernise perceptions of Centra among younger audiences. Rather than relying on traditional retail messaging, Centra behaved like a participant in entertainment culture – reacting, joking and speculating alongside viewers.
It also strengthened the connection between Centra products and the at-home viewing occasion, naturally integrating snacking products into Traitors content and turning audience attention into purchase behaviour.
The campaign extended beyond Centra’s national channels, generating participation from influencers, creators, local stores and audiences themselves.
Ultimately, it delivered three significant outcomes: greater cultural relevance, a stronger connection with younger consumers and tangible commercial growth, proving that social-first entertainment activation could positively impact both brand perception and purchasing behaviour.
What Are Your Metrics For This Campaign Real Metrics Please
The campaign delivered strong results across awareness, reach, engagement, brand perception and commercial performance.
Despite having no on-screen Centra branding, prompted awareness reached 55%, rising to 72% among viewers. Audiences were also 35% more likely to cite social media as where they had seen Centra’s involvement, demonstrating the importance of our social activation.
Across Centra’s owned social channels, the campaign delivered:
• 4M+ people reached
• 16M+ video views
• 11M+ TikTok views
• 58,300+ engagements
• 5,000+ new followers
Influencer activity added a further 2.8M reach, while our experiential activation generated 255,000 organic reach, with 91% of attendees creating content.
Brand tracking recorded a +5 percentage point increase in Brand Modernity, while 86% of respondents rated Centra as a good fit with The Traitors Ireland.
Most importantly, social engagement translated into commercial impact. Featured products achieved a +40% year-on-year sales uplift during the campaign period, outperforming the category in a flat trading window.
Is There Anything Else You Want To Add Be Brief
The Traitors Ireland campaign was designed to be experienced in real time, so the work itself tells the story best. Below are examples of how Centra brought the sponsorship to life across platforms:
TikTok: https://www.tiktok.com/@centra_irl/video/7547660890703711510
Instagram: https://www.instagram.com/p/DO6DwrmCqzn/
X: https://x.com/CentraIRL/status/1968066030317735976
Facebook: https://www.facebook.com/CentraIreland/posts/pfbid0MhHRt4WL9BwhWSDvrY3s6PjkXzyZWP7FRXSZ5Vk75dZcU1SvTQMSkHvgf22DVmmel
Influencer Activation: https://www.instagram.com/p/DOZI9D8DGwR/
Sound or Suss Event: https://www.instagram.com/p/DOtLctiCgqH/