Dentsu Aegis Network Agency Huckleberry has developed a media first integration for John West in Channel Seven’s new series of The Amazing Race: Australia vs. New Zealand.
The campaign will see Australian viewers play weekly games inspired by the show on a branded app.
Launching this week, the campaign combines weekly competitor and viewer health challenges, supported by John West’s ‘Be Your Best’ active health platform, to promote the important role nutritious food plays in fuelling an active healthy lifestyle and associate the brand with the audience’s passion points. Huckleberry worked with John West to develop the strategic platform and idea; then with RED – Seven West Media’s integration division – to identify, secure and leverage the sponsorship of the highly anticipated show.
Chief Marketing Officer at Simplot, Suzanne Harman, said: “We have developed a fresh and innovative approach to promote John West’s commitment to healthy living and nutrition through this partnership. This new campaign helps consumers by showing them that healthy living and nutrition can be quick, uncomplicated and easily incorporated into your everyday life.”
The integration includes branded performance devices that the contestants will wear to track their activity. Viewers will also be able to experienceThe Amazing Race: Australia vs. New Zealand through an app that allows viewers to participate in play-at-home challenges, view weekly leader boards, win weekly prizes and go in the draw to win a trip to Alaska valued at over $18,000. The app was developed by Hardhat Digital, who worked with RED and Huckleberry to include elements to drive viewers to the Yahoo7 site to download.
The app will be supported by the John West Amazing Race Yahoo!7 microsite where viewers can go to find out more about John West’s active health tips, their range of products and view the 60 second John West master brand TVC, which was created by BWM. BWM were also in charge of creating the integrated social campaign to drive engagement with the show through John West’s Facebook page, as well as drive awareness and downloads of the play-at-home app. In print, the campaign includes an eight page spread that will feature in Pacific Magazines’ Women’s and Men’s Health with recipes, health tips and exclusive content from the show.
Megan Kay, Group Business Director at Huckleberry said, “Working closely with Simplot and Channel Seven, we have really been able to fully integrate the ‘Be Your Best’ message that John West stands for. We have had a lot of fun developing this sponsorship and we anticipate great viewer engagement throughout the series, keeping the John West brand top of mind throughout.”
Ben Robertson, Group Account Director at Hardhat digital said, “This is a great example of simple insights converting into a really exciting execution. We know everyone watching the Amazing Race at home thinks they’d be great at the challenges on the show and most have a smartphone either in their hand or within reach whilst viewing. We’re wrapped with the end result and can’t wait to see it come to life for John West and thousands of ‘play at home’ contestants across Australia.”
Peter Charles, Seven’s Melbourne Sales Director said, “this is another great example of complete client and agency collaboration. Simplot have taken the partnership with The Amazing race Franchise to a whole new level, allowing the viewer to interact with the show and John West in a fun and engaging way.”