Toyota, IGA and Bupa among sponsors for Seven’s Farmer Wants A Wife

Seven has announced a new slate of sponsors for its revamped Farmer Wants A Wife which returns to screens this month.

Toyota Australia, IGA, Youfoodz, Bupa, Lilydale, Horticulture Australia and Mayvers have all been confirmed as sponsors of the 2020 season.

All of the partners will feature throughout the season, with SWM network sales director, Natalie Harvey, saying there had been a strong response to the show.

“We’re so excited with the response Farmer Wants A Wife has had in the market,” she said.

“It provides an authentic and safe environment for brands to align with real love stories that will capture the hearts of Australians. It’s the world’s most successful dating show, including here in Australia where it’s sparked nine marriages and 20 babies. Our partners are keen for Farmer to get underway to share their brands and products with this much-loved show and its highly engaged audience.

“Farmer will also be part of our EAVE proposition enabling increased engagement and cut-through for brands. We have seen a very positive impact in terms of audience retention in a decluttered advertising environment through Big Brother and expect to see a similar result for Farmer.”

EAVE, or enhanced advertiser and viewer experience, is Seven’s latest advertising initiative which sees smaller and more innovative ad spots throughout its sport and prime-time programming.

Toyota is partnering with Farmer Wants a Wife to demonstrate its commitment to supporting rural and regional Australia, John Pappas, chief marketing officer of Toyota Australia, said.

“Rural and regional Australia is part of Toyota’s DNA, so the opportunity to partner with Farmer Wants A Wife provided us with the perfect platform to demonstrate our ongoing support and commitment to these communities,” said Pappas.

“We know these areas have been doing it tough through drought, bushfires and COVID-19, so it’s important for Toyota to help get these communities back on their feet. We look forward to watching the ladies fall in love not only with the lucky Farmers, but with regional Australia too.”

Tracy Wilson, GM of marketing at Metcash, said: “IGA is a network of 1,400 independent, family-owned businesses that sit at the heart of their local communities across Australia. IGA retailers are proud supporters of local suppliers, producers and charities. Their local communities shape who they are and what they put on their shelves.

“In fact, no two IGA stores are the same, just like the communities they serve. IGA retailers are excited to be part of a show that features just a few of Australia’s incredibly hard-working farmers, shining a light on the genuine connections that they themselves have with their local producers and communities. They are looking forward to helping share the love, because IGA is where the locals matter.”

Simon Jarvis, chief marketing officer at Youfoodz, said: “As Australia’s favourite fresh ready-made meal provider, there’s a natural alignment between Youfoodz and Farmer Wants A Wife, as we both depend on Aussie farmers to provide the quality ingredients that go into the finished product.

“Our mission is to make it easy for all Aussies to access fresh, healthy and affordable ready-made meals, snacks and drinks, using the highest quality ingredients sourced from local growers.

“We also know Aussies are passionate about their food choices (just like their reality TV shows) and we felt that Farmer is such an iconic heartland Aussie program that appeals to our core audience that we fell head over heels with the proposal.”

Yash Gandhi, head of marketing at Baiada Poultry, said: “To partner with Seven for the launch of Farmer Wants A Wife was a great way to share our new brand platform for Lilydale: Dedication you can taste.

“The dedication of the farmers, for love or simply for what they love doing, is why we’re a proud major sponsor of the show and excited to be part of their journey.”


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.