Centra has roped in Jennifer Zamparelli and former EastEnders actress Cheryl Fergison for a new four-part soap created for its social media channels.

Centra Deli Drama was conceived and produced for the retailer by creative marketing agency Sweartaker and stars Zamparelli as deli worker Sharon and Fergison, who played Heather Trott in EastEnders, as her long-lost sister Pam.

Each episode features ‘hero’ Centra products such as the new Lickin’ Chicken sauce, the Wines We Love range and meal deals.

Filmed in Centra’s Drumcondra store in Dublin, the series also features Amanda Stewart (Young Offenders), Carl McGuire (Penny Dreadful), Sorcha Morgan (Fair City), Job Oueno (Vikings) and David Nulty (The Tudors)

Neil McCaul, who appeared in Father Ted, plays Father Terry, and there are also cameos from the likes of comedian Emma Dolan and The Traitors Ireland’s Paudie Moloney.

The campaign aims to tap into the growing nostalgia trend and revive the classic TV soap format for the social era with cliffhangers and exaggerated characters.

Sweartaker, in collaboration with Centra’s in-house social media team and media partner Starcom, is backing the launch with a large-scale nationwide PR and social media push.

Aoiffe Madden, managing director of Sweartaker, said: “Deli Drama is a world first – not just for us, but for the entire grocery and convenience retail space.

“While other brands are busy trying to mimic TV formats, Centra is the first to rewrite one and do it in a way that’s smart, shoppable and 100% Irish.

“This is category-defying branded entertainment, driven by cultural insight and creative courage.”

The first two-minute episode has premiered on Centra’s social channels, and Swearaker will run an extensive campaign to promote the series, with the final episode due to be published on 1 December

“At Centra, we celebrate community and connection, and we’re incredibly proud to be part of the fabric of Irish life,” said Rita Kirwan, marketing director of Musgrave Retail.

“Through Centra Deli Drama, we’re leading the way in branded entertainment, bringing a fresh and imaginative approach to how we connect with our customers. It showcases the warmth and personality of Centra in a whole new way.”

Heather Murphy, retail marketing manager at Centra, said: “Centra Deli Drama is Centra having a bit of fun with the culture we’re part of every day.

“Our stores are full of brilliant personalities and moments, the banter at the counter, the familiar faces, the cheeky chat over the coffee machine, and we wanted to bring that to life in a way that feels modern, funny and unmistakably Irish.

“It’s a love letter to our customers and colleagues, with a few surprises hidden in the mix for those who really know the Centra brand.”