[JUDGING] Centra Ireland
Section: Video: Business / Brand
Organisation Name: Centra Ireland
Video Questions
Name Of Brandclient
Centra Ireland
Personpeople Who Runs This Campaign
Melissa O'Connor and Michelle Cahill
What Is The Name Of The Videovideo Campaign
Centra Deli Drama
Do You Use Alt Text In Your Images And Caption Your Videos
Yes
Objectives Of Campaign And Metrics
The objective of Centra Deli Drama was to challenge what branded retail video could look like on social media. Rather than interrupting feeds with traditional advertising, we created a four-part, social-first soap opera that audiences would actively choose to watch, follow and return to. Set inside a real Centra store, recurring characters, relatable Irish humour and cliffhangers were used to drive sustained attention and anticipation. Around the four hero episodes, we built a wider content ecosystem of trailers, teasers, character-led content, cut-downs and reactive social posts, keeping the story alive between episode drops and giving audiences more opportunities to engage with the characters and campaign. The objective was to increase video views, repeat viewing, engagement, profile visits and follows, while strengthening brand affinity through entertainment. Centra’s deli and key products were also naturally integrated throughout the story, building product awareness without interrupting the entertainment. Across all Deli Drama campaign content, we delivered: • 39.7M impressions • 12.2M two-second video views • 2.68M full episode views • 94,000+ engagements. Most importantly, audiences didn’t just watch: they returned between episodes, discussed characters, shared theories and anticipated what would happen next.
Video 1: Link To The Video Give Stats What Is The Videos Purpose
https://www.instagram.com/p/DQbM6Y0DpT9/ - Across Instagram, Facebook, TikTok and YouTube this video got 2.5M views and 12k Interactions
The purpose of Episode One was to stop the scroll and hook audiences into the Deli Drama from the outset. As the opening instalment, it introduced the key characters, established the Centra deli as the setting and set up the storylines and humour that would carry across the series.
Crucially, it ended with a cliffhanger designed to spark conversation, build anticipation and give viewers a reason to return for Episode Two. The episode also showcased Centra’s deli and featured products naturally within the storyline, allowing us to build product awareness without interrupting the entertainment.
Ultimately, Episode One had one key job: make audiences want to know what happened next.
Video 2: Link To The Video Give Stats What Is The Videos Purpose
Episode 2: https://www.instagram.com/p/DQtOl0HFSM9/ - Across Instagram, Facebook, TikTok and YouTube this video got 1.3M views and 5.7k Interactions
Episode 3: https://www.instagram.com/p/DRRRuyGAgaq/ - Across Instagram, Facebook, TikTok and YouTube this video got 2.5M views and 6.7K Interactions
The purpose of Episodes Two and Three was to build on the momentum of the launch and deepen audience investment in the Deli Drama. With the characters and setting established, these episodes developed the storylines, relationships and humour, giving viewers who had watched Episode One a reason to keep following.
New twists and cliffhangers were used to sustain anticipation and encourage conversation between episodes, while supporting social content kept the characters and story front of mind. Centra’s deli and featured products continued to be naturally woven into the action, maintaining commercial relevance without interrupting the entertainment.
Together, Episodes Two and Three were about turning initial curiosity into an audience actively following the story and waiting for the next instalment.
Video 3: Link To The Video Give Stats What Is The Videos Purpose
Episode 4: https://www.instagram.com/p/DRwJqTdCtRy/ - Across Instagram, Facebook, TikTok and YouTube this video got 2.6M views and 7.6K Interactions
The purpose of Episode Four was to deliver the payoff audiences had been waiting for and bring the Deli Drama story to a memorable conclusion. After building anticipation across the series, the finale resolved key storylines while maintaining the humour, characters and Centra setting audiences had become invested in.
It was designed to reward loyal viewers, drive a final peak in conversation and engagement, and reinforce the success of Centra as an entertainment-first brand on social. Featured products remained naturally part of the story, ensuring the campaign retained its commercial relevance right through to the finale.
Ultimately, Episode Four turned weeks of anticipation into a satisfying conclusion, while leaving audiences wanting to see more from Deli Drama.
Additional Information For The Judges
Centra Deli Drama was more than four hero videos; it was a complete entertainment series built for social. Between episodes, trailers, teasers, character-led posts, cut-downs and reactive content kept the story alive and gave audiences more opportunities to engage with the Deli Drama world. Community management became part of the entertainment too, with viewers sharing theories, discussing characters, quoting moments and asking what would happen next. The series combined professional actors with real Centra colleagues and featured culturally relevant cameos and references, including GAA star Pa Horgan, Irish TikTok personality Anne Sheerin and nods to Father Ted. This helped create something that felt distinctly Irish, familiar and authentic to Centra. Most importantly, Deli Drama demonstrated that branded video does not have to interrupt entertainment. By putting storytelling first and naturally integrating Centra products into the narrative, we created content audiences actively chose to watch and return to. For a convenience retailer, that represented a very different way of showing up on social: we didn't just advertise in the feed, we gave people a show to follow.