Big Brother will tonight unveil a new task called ‘Fashion police’, which will promote Very.co.uk as the show’s official fashion partner for 2013.
Created by Carat, the task will see Big Brother select the most fashionable housemates and assign them the role of the ‘Fashion Police’, who will select outdated and dishevelled ‘victims’ to take part in a Very.co.uk makeover.
Jon Owen, director at Very.co.uk, said: “We have been very pleased with the results of our partnership with Celebrity Big Brother to date and are excited to take this to the next level with this inventive brand and product awareness activity. This task should provide great entertainment while showcasing our unique own brand and household name fashion ranges to a wide audience.”
Agostino Di Falco, partnership director at Channel 5, added: "Our partnership with Very.co.uk and Carat goes from strength to strength with creative solutions being at the core of everything we're doing together."
The task will look to promote Very.co.uk’s ‘click to buy’ page hosted on Channel 5’s and Very.co.uk’s websites.
Rachel Gibbs-McNeil, Carat sponsorship associate director, said: “In collaboration with Endemol we created the Fashion Police task as a unique way to drive further engagement and build on the Very.co.uk / Channel 5 partnership. It’s an innovative take on using branded editorial content to maximise viewer engagement for Very.co.uk in the entertainment space.”
Claire Heys, director of brand partnerships and licensing at Endemol, said: “Endemol have been delighted to work closely with Very.co.uk to bring such a young dynamic fashion brand to Big Brother's core 16-34 audience by collaborating closely on the Fashion Police task.”
The task will be aired tonight at 9pm on Channel 5.