giffgaff enters the Big Brother House as its official network partner

giffgaff is the network partner for TV’s most-anticipated comeback, Big Brother.

The partnership builds on the brand’s playful and bold ethos and will showcase the latest expression of its creative platform, ‘We’re Up To Good’.

The partnership with ITV will see giffgaff create contextual, reactive TV spots based on the biggest moments in The House. This marks the show’s first-ever reactive campaign.

Working with MG OMD, ITV Creative and neverland to develop the campaign, audiences will see 20” TV ads that have been created in response to the action seen in live episodes across the week. Interacting with some of the key moments in The House will give the brand the opportunity to feature products and services that showcase how it's ‘Up To Good'.

giffgaff platforms will also take an agile and reactive approach with nightly posts on X to boost community engagement. giffgaff audiences can comment to be in with a chance of getting their hands on tickets to Big Brother Eviction Nights.

Alexa Ponking, joint head of brand and advertising at giffgaff, said: "Along with the rest of the nation, we’re so excited for Big Brother to return to our screens. The partnership reflects our unwavering commitment to innovation, community and being Up To Good. Just as Big Brother empowers its Housemates and brings together people from different walks of life, so too does giffgaff with its members and solid community platform.

“We're thrilled to bring our unique approach to connectivity to the heart of this iconic show and can’t wait to show what muscles, as its most reactive partner, we can flex."

Lola Neves, chief strategy officer, neverland, added: “Contextually relevant work always punches above its weight and this fantastic partnership with ITV Creative will put giffgaff in the middle of conversations around one of this year’s biggest TV moments.”

The campaign launches 8^th October and will run across the full six weeks of this series of Big Brother.