Beauty and the Geek to air with Aldi, Fantastic and KFC integrations

Aldi, Fantastic Furniture and KFC have been confirmed as the the major sponsors for Nine’s reboot of Beauty and the Geek. The show previously aired on the Seven Network, for six season, culminating in 2014.

Hosted by Sophie Monk, Beauty and the Geek premieres this Sunday, 11 July on Channel Nine and 9Now as ten ‘beauties’ and ten ‘geeks’ work through a series of real-life challenges in the search for a romantic spark or lifelong friendship.

Complementing the reality TV show will be bespoke in-show branding for the major sponsors.

As part of KFC’s sponsorship, the in-show integration sees the KFC Food Truck featuring for the first time in an entertainment format. The truck will appear as the centrepiece of a themed Fancy Dress Party, playing a key moment as KFC caters for the Beauties and Geeks as they let their hair down.

KFC integration will also appear late in the series as five Geeks play a game of “chicken and [poker] chips” and celebrate the achievement of being the last ones left in the hunt for love.

Host Sophie Monk

Kristi Woolrych, CMO of KFC Australia, said: “As Beauty and the Geek makes a return to our screens, we’re thrilled to be partnering with the show… At KFC we love to bring people together over our signature Kentucky Fried Chicken, and we’re excited to see the Beauties and Geeks get to know each other and hopefully put a ‘wing’ on it at the end of the season.

“As we encourage fans to live in the moment with our ‘Fried Side of Life’ campaign, the partnership with Beauty and the Geek is a match made in heaven with the contestants putting themselves out of their comfort zone and hopefully finding the secret recipe for love.”

Nine’s director of Powered, Liana Dubois, said the return of the rebooted family-friendly program is well-timed to provide audiences with a little escapism and a “wholesome reason to smile”.

“Beauty and the Geek is the perfect platform for brands looking to connect emotionally with the audience as we watch our couples step through the spectrum of human experiences,” Dubois said.

“The reach and deep engagement of the Beauty and the Geek audience is a delightfully geeky match for our brand partners, who are also capitalising creatively across the series.”

In-show integration will also see our Beauties and Geeks stumbling through the time-honoured tradition of ordering and assembling furniture together, all ordered online from Fantastic Furniture.

Brand integration for the retailer is seen when the beauties and geeks “nest” by building Fantastic Furniture, to make the apartments feel more like a home. Fantastic Furniture will also have commercial break engagers with the tagline “when it feels like home, you feel like you”.

Head of marketing for Fantastic Furniture, Will Dance, said: “As longtime fans of the show, we’re extremely excited to be partnering with Beauty and the Geek Australia. Whether you’re in the market for an Aussie-made sofa, a display cabinet for your model robots or a makeup mirror that shows your best self, at Fantastic Furniture we’ve got something for everyone.

“It doesn’t matter if you’re the Beauty or the Geek, because at Fantastic we know that when it feels like home, you feel like you.”

Aldi will also be in feel good commercial break engagers that highlight fun and quirky moments with Geeks throughout the series.

The last season of Beauty and the Geek aired to an opening audience on Seven of 612,000. The the two-episode final was watched by 560,000 and 548,000 viewers respectively from 8pm to 9.30pm.


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