Bounty Parents and Big W launch co-branded baby bag for new families
Are Media’s Bounty Parents and Big W have partnered on a limited-edition baby bag to support new and expecting parents.
The announcement:
Are Media, Australia’s #1 women’s lifestyle network, today announced a new partnership between its parenting platform Bounty Parents and Australian retailer BIG W, with the launch of a bespoke limited-edition co-branded baby bag created to support new and expecting families.
The campaign marks the start of a strategic alliance between Are Media and BIG W, combining Are Media’s trusted content-to-commerce ecosystem with BIG W’s leadership in the baby retail category.
Through Bounty Parents’ exclusive national hospital network – a highly trusted and impactful channel – 10,000 limited-edition co-branded baby bags are being distributed nationwide. Each bag features a curated selection of BIG W and partner products from trusted brands including Dymples, Huggies, Curash, and Medela. Designed for maximum utility and brand alignment, this activation showcases Bounty Parents’ commercial reach and its 40-plus year legacy of influencing Australian families at key life moments.
Are Media director of sales, Anna Quinn, said: “We’re very proud to partner with BIG W to support new and expecting Australian families. 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.”
Stephanie Denman, senior marketing manager, Everyday, at BIG W, said: “BIG W is pleased to partner with Bounty Parents to support new parents during this special time. 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.”
The Bounty Parents platform reaches more than 420,000 parents and parents-to-be each year and plays a unique role in supporting families through editorial content, expert advice and exclusive sampling opportunities.
Source: SKMG
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