Nature’s Own has partnered with Channel 10’s I’m A Celebrity… Get Me Out Of Here to spotlight mental wellness in a new sponsorship integration, via Omnicom Media Group’s Foundation.
The integration is the first of its kind for Sanofi’s Nature’s Own and aims to stand out in a competitive natural vitamin category.
Jono Carroll-Goldin, head of brand and innovation at Sanofi Consumer Healthcare, said: “At Nature’s Own, we’re inspired by nature every day and help Australians support their energy, sleep and mental wellness with our array of vitamins and supplements.
“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.”
Nature’s Own will rescue campmates when they need it most. In times of high stress, no sleep, and building tension on the show, Nature’s Own will provide a respite in the jungle.
Kim Dolengowski, head of strategy at Foundation Australia, said: “The big connection opportunity was to play into the power of emotion. I’m a Celeb 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.”
The partnership includes an in-show integration featuring a branded challenge with a reward, a custom-built TVC, as well as other bespoke commercial placements throughout the series.
The in-show integration airs on 11 April 2024.
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