Multi Channel Network (MCN) has announced Subaru and Miele as major sponsors to its new show, the local version of popular UK program River Cottage. The sponsorship will see the brands featured in the show’s multi-platform content and advertising.
The eight-part show premiered on The LifeStyle Channel last night, seeing the Tasmanian chef and foodie, Paul West, running his own farm on NSW’s far South Coast.
The multi-platform campaign has been devised to include content creation, and bring consumers “a more interactive viewing experience”.
The sponsorship will see West whipping around in a Subaru throughout the show, TVCs, billboards, logos and credits.
MCN’s strategic integration director Elizabeth Minogue said; “This is the first time Subaru have embarked on a fully integrated campaign with The LifeStyle Channel, with the leading car manufacturer working directly with the program to ensure the campaign’s activities were created in collaboration with River Cottage Australia, across multiple touch points.”
Following the content creation element, Subaru will publish behind-the-scenes footage and expert advice on living off homegrown produce for viewers.
Brooke Warton, Subaru marketing manager sports utility vehicles said: “[River Cottage] is the perfect fit for our brand, enabling us on one hand, to further demonstrate the highly sophisticated capability and popularity of our SUVs in all conditions, landscapes and road surfaces. On the other hand, it allows us to connect with our customers who have shared their passion for good food and a natural, sustainable and healthy outdoor lifestyle.”
German appliance supplier Miele’s sponsorship package will see it featured in billboards, TVCs, logos and promos.