Second-hand trading platform Vinted is extending its reach to the TV screen. As part of a new brand promotion initiative, Vinted has partnered with Electric Robin, part of UK production company Banijay UK, to launch the pan-European brand entertainment reality show 'Live Better for Less'. The show is scheduled to premiere simultaneously in seven European countries in September 2026, aiming to convey a 'second-hand first' consumption philosophy through entertainment content.

Each episode runs about 24 minutes, with 7 episodes in total, documenting how ordinary people and families tackle everyday challenges such as cluttered living spaces and limited budgets. With the help of local hosts in each country, participants will re-examine their consumption habits, uncover the value of idle items at home, and learn to use resources more efficiently through second-hand resale or reuse, achieving their money-saving goals. The show will launch in the UK, France, Germany, Spain (Prime Video), the Netherlands (RTL 4), Poland (TVN Style), and Italy (WBD's Real Time channel). The host lineup includes Chimène van Oosterhout in the Netherlands, Agnieszka Witkowska in Poland, Lodovica Comello in Italy, Motsi Mabuse in the UK, Riccardo Simonetti in Germany, Juan Avellaneda in Spain, and Alexandre Cressiot in France.

The production team uses AI localization technology (powered by Adapt), combining artificial intelligence translation, voice generation, and visual lip-syncing, while collaborating with language experts and audio professionals, aiming to preserve the original cast's performance nuances while giving each version cultural characteristics close to local audiences.

Regarding this project, Andrew Smith, Senior Brand Director at Vinted, responded that research shows European consumers often ask themselves how to save money, and the answer often lies in idle items at home. He noted that last year platform users earned a total of 10.8 billion euros by selling idle items, and 'Live Better for Less' aims to convey to viewers this idea: choosing second-hand is not only a smart move for price but also more environmentally friendly. The teams at WPP Media and Electric Robin said the project integrated media resources, production experience, and insights from various markets from the start, enabling scaled promotion while maintaining local relevance.

Source: Format · Originally published on 2026-08-24