Are Media has announced a new partnership with Australian retailer BIG W through its parenting platform Bounty Parents, launching a co-branded baby bag designed to support new and expecting families. The collaboration aims to connect brands with parents at a pivotal life stage and marks the beginning of a broader strategic alliance between the two companies.
The online Bounty Parents platform reaches more than 420,000 parents and parents-to-be annually. Its combination of expert editorial content, product sampling, and community engagement provides advertisers with a direct link to Australian families during key decision-making moments.
Supporting new families at scale
The campaign will see 10,000 limited-edition baby bags distributed nationally via Bounty Parents’ exclusive hospital network. Each bag includes a curated mix of products from trusted brands such as Dymples, Huggies, Curash and Medela. The initiative leverages Are Media’s long-standing influence in the parenting space, where Bounty Parents has supported Australian families for over 40 years.
According to Are Media Director of Sales, Anna Quinn, the campaign is a strong example of what Are Media can deliver through its content-to-commerce capabilities and direct access to a high-trust audience.
“We’re very proud to partner with BIG W to support new and expecting Australian families,” Quinn said. “This partnership reflects the best of what Are Media can offer in terms of trusted editorial platforms, meaningful consumer connection and brand integration at scale.
“Bounty Parents gives advertisers access to one of the most pivotal life stages, when brand decisions are being made and loyalties are being formed. BIG W is a leader in the baby category, and through our exclusive channels and trusted voice, we’re able to help them connect meaningfully, and at scale, with the next generation of Aussie families.”
Are Media’s Bounty and BigW
Connecting with families from the beginning
BIG W, which has a strong presence in the baby and family retail category, sees the partnership as a way to further support local communities and engage parents early in their parenting journey.
“BIG W is pleased to partner with Bounty Parents to support new parents during this special time,” said Stephanie Denman, Senior Marketing Manager, Everyday, at BIG W.
“We’re committed to making a difference for Australian families in our local communities and believe this partnership allows us to connect with new parents in a meaningful way.
“By joining forces with Bounty Parents, a trusted partner in the category reaching so many families, we hope to make a positive impact and build lasting relationships with parents from the very beginning. Supporting Australian families and the community is important to BIG W and this partnership reflects that commitment.”