Nine names KFC, Deliveroo, Tradie and MCoBeauty as brand partners for second season of Love Island

The second season of Nine’s dating competition Love Island Australia has named its four key brand partners – KFC, Deliveroo, Tradie and MCoBeauty. The show kicked off on Nine this week, bringing in 494,000 overnight metro viewers and 722,000 total viewers by midday the next day.

The brands will work with Powered, Nine’s client solutions division, on integrated creative, in-program product placement, viewer interactivity, promotions and more.

The Love Island cast will enjoy food from Deliveroo and makeup from MCoBeauty during season two thanks to Nine’s latest brand partners

Director of Powered Liana Dubois said the focus of the partnerships is to create opportunities for brands to reach youth viewers.

“Last year Nine launched Love Island with one clear goal: to make it a youth favourite,” said Dubois.

“We are so excited to welcome brands like KFC, Tradie, MCoBeauty and Deliveroo to a format that has become a global sensation.

“Each of the integrated moments that these brands are associated with, are original and recognises their unique brand story. They also appeal to the interests of the younger audience that is tuning in for this upcoming season of Love Island Australia.”

KFC will work with Powered Studios and use the voice of Love Island narrator Eoghan McDermott to create content for both broadcast and digital platforms.

Deliveroo will be the official app partner of Love Island, creating bespoke app ad units that are relevant to the show. The food delivery business will also treat the contestants in the show to ‘special food moments’ as part of the partnerships. In-episode content will also come in the form of challenges the contestants take part in which will see them dressed in Tradie and KFC-branded merchandise.

MCoBeauty has signed on as the official make-up sponsor of the show, giving the contestants access to the latest products from the brand during their time on the island.

Season one of Love Island, which aired on multi-channel 9Go, signed skincare brand Neutrogena, online clothing business Pretty Little Thing and Four Seasons Condoms as sponsors.


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