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Reading: Nature’s Own Partners With I’m A Celeb To Support Mental Wellness Via OMG
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B&T > Marketing > Nature’s Own Partners With I’m A Celeb To Support Mental Wellness Via OMG
Marketing

Nature’s Own Partners With I’m A Celeb To Support Mental Wellness Via OMG

Staff Writers
Published on: 3rd April 2024 at 8:32 AM
Edited by Staff Writers
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Nature’s Own has partnered with Channel 10’s I’m a Celebrity…Get Me Out to dramatise the brand’s mental wellness in a new sponsorship integration from Omnicom Media Group’s Foundation.

The first integration of its kind for Sanofi’s Nature’s Own aims to stand out in a competitive natural vitamin category.

“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,” said Jono Carroll-Goldin, head of brand and innovation, Sanofi Consumer Healthcare.

Aligned with the product benefit, 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 provides a positive respite in the jungle, preventing a complete campsite meltdown.

“The big connections 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 integration was a big effort made possible by an awesome team behind it.” says Kim Dolengowski, head of strategy, Foundation Australia

The partnership is comprised of in-show integration featuring a branded challenge with a reward, a custom-built TVC tying in IAC creative elements, as well as other bespoke commercial placements throughout the series to demonstrate mood-boosting moments grounded in nature.

I’m a Celebrity launched last week. Nature’s Own in-show integration airs 11th April 2024.

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TAGGED: I'm a Celebrity Get Me Out of Here, nature's own, Omnicom Media Group
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Aimee Edwards
By Aimee Edwards
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Aimee Edwards is a journalist at B&T, reporting across media, advertising, and the broader cultural forces shaping both. Her reporting covers the worlds of sport, politics, and entertainment, with a particular focus on how marketing intersects with cultural influence and social impact. Aimee is also a self-published author with a passion for storytelling around mental health, DE&I, sport, and the environment. Prior to joining B&T, she worked as a media researcher, leading projects on media trends and gender representation—most notably a deep dive into the visibility of female voices in sports media. 

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