Centra’s Deli Drama

Turning a deli counter into must-watch social

From concept and scripting to casting, production and social rollout, Sweartaker led Deli Drama as an end-to-end entertainment project built specifically for Centra’s social platforms.

The story didn’t stop on social. Centra Deli Drama landed significant national and regional press coverage, driven by its cast, cultural references and genuinely entertaining format.

Coverage focused on the series as entertainment first, not branded content, extending reach well beyond Centra’s owned channels and reinforcing the campaign’s cultural relevance.

The result was long-form social content people chose to stick with. Viewers followed characters, debated plotlines and returned for each episode drop, shifting engagement from passive reactions to active participation.

Deli Drama proved that when brands respect attention and invest in narrative, social doesn’t just reach people – it keeps them

CAST

From Father Ted to Eastenders our cast was full of surprises.