Branded products from online retailer Very are set to feature in the new series of Celebrity Big Brother alongside a ‘click to buy’ page to the merchandise on broadcaster Channel 5’s website.

Very, owned by etail giant Shop Direct, will provide products including home and electrical goods, branded dressing gowns and pink suitcases for the latest reality TV series which begins tonight.

The deal also includes housemate interaction with the products with the celebrities taking part in set tasks which involve using Very products.

Very director Jon Owen said: “We were delighted with the results of our partnership with Big Brother in 2012. And with an even greater level of cross-channel integration, coupled with a unique focus on our product range, this new campaign looks set to deliver even greater return on investment for the Very business.”

Very media planner Carat Sponsorship associate director Rachel Gibbs-McNeil said: “The partnership has been designed to deliver maximum impact for Very through product placement, click-to-buy technology on and the incorporation of Very into Big Brother’s infamous tasks.”

The deal also runs across the next series of Big Brother which will air during the summer.