Supplements maker Nature’s Own has partnered with Channel 10’s I’m A Celebrity…Get Me Out Of Here! to dramatise the brand’s mental wellness in a sponsorship integration from Omnicom Media Group’s Foundation.
The partnership is comprised of in-show integration featuring a branded challenge with a reward.
"The perfect synergy with the show’s celebrities who live deep in nature and battle stress, tension and endurance, so we’re delighted with this partnership that will expand our reach and connect with a new audience in such an impactful way," Sanofi Consumer Healthcare head of brand and innovation Jono Carroll-Goldin said .
Foundation Australia head of strategy Kim Dolengowski said the big connections opportunity was to play into the power of emotion.
"I’m A Celebrity is a jungle filled with heightened moods with viewers enjoying a range of feelings from their couch. We loved that this environment felt completely unexpected yet synergistic for the brand," Dolengowski said.
"The integration was a big effort made possible by an awesome team behind it.”
I’m A Celebrity... Get Me Out Of Here! launched March 24 on Network 10. Nature’s Own in-show integration airs April 11.
Credits
Media agency: Foundation Australia
Jaime Mills, Planning Director
Cheyne Cleaver, Strategy Manager Kim Dolengowski, Head of Strategy
Ashleigh Lockton, Account Manager
Savannah Taylor, Senior Account Executive
Stephanie Pratt, Business Director
Louis Mayne – Head of Investment Liz Wigmore – Managing Director
Avril O’Neill, Entertainment Partnership Account Director
David Milligan, Senior Social and Innovation Manager
Erin Fletcher, Director of Projects & Operations, Entertainment Partnership
Advertiser: Sanofi
Alana Wall, Brand Manager
Mark Ho, Global Brand Lead – Wellness
Samantha Lewis, Brand Activation
Adele Baret, Digital Lead – Brand & Innovation
Will Dashwood, Digital Marketing Manager
Claudia Dambra, Zone Brand Lead Tracey Peters, Media and Agency Relations Lead
Jono Carroll-Goldin, Head of Brand and Innovation
Paramount, Channel 10
Katherine Quinn, National Group Partnerships Manager
Chloe Doven, Brand Activation Executive
Creative Agency: Publicis Australia
Simon Murphy, Chief Strategy Officer
Emilie Almond, Group Account Director
Hannah King, Senior Account Manager
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