Nature’s Own launches first-ever sponsorship integration

Set to launch next week, Sanofi’s Nature’s Own has unveiled its first-ever in-show integration, in an effort to help the brand stand out in a competitive natural vitamin category, via Omnicom Media Group’s Foundation Australia.

The integration on Network 10’s I’m A Celebrity… Get Me Out Of Here! is set to air on April 11, and will see a branded challenge with a reward, and a custom TVC, as well as other bespoke commercial placements throughout the series.

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

“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.”

Kim Dolengowski, head of strategy at Foundation Australia, continued: “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.”

The new season of I’m A Celebrity… Get Me Out Of Here! kicked off this month, with a new co-host joining, in the form of Crocodile Hunter heir Robert Irwin, joining Julia Morris. Head of creative production and entertainment, Tamara Simoneau, spoke to Mumbrella earlier this month about the show’s launch.


Media agency: Foundation Australia
Jaime Mills, Planning director
Cheyne Cleaver, Strategy manager
Kim Dolengowski, Head of strategy
Ashleigh Lockton, Account manager
Savannah Taylor, Senior account executive
Stephanie Pratt, Business director
Louis Mayne – Head of investment
Liz Wigmore – Managing director
Avril O’Neill, Entertainment partnership account director
David Milligan, Senior social and innovation manager
Erin Fletcher, Director of projects & operations, entertainment partnership

Advertiser: Sanofi
Alana Wall, Brand manager
Mark Ho, Global brand lead – wellness
Samantha Lewis, Brand activation
Adele Baret, Digital lead – brand & innovation
Will Dashwood, Digital marketing manager
Claudia Dambra, Zone brand lead
Tracey Peters, Media and agency relations lead
Jono Carroll-Goldin, Head of brand and innovation

Paramount ANZ/Network 10
Katherine Quinn, National group partnerships manager
Chloe Doven, Brand activation executive

Creative agency: Publicis Australia
Simon Murphy, Chief strategy officer
Emilie Almond, Group account director
Hannah King, Senior account manager


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