The brands backing Seven’s revival of The Farmer Wants a Wife

Mariam Cheik-Hussein
By Mariam Cheik-Hussein | 13 July 2020
The Farmer Wants a Wife

Seven has seen strong interest from brands looking to advertise on its new season of The Farmer Wants a Wife, says network sales director Natalie Harvey.

Toyota Australia, IGA, Youfoodz, BUPA, Lilydale, Horticulture Australia and Mayvers have all signed on as sponsors for the highly-anticipated season. Seven has revived the show, which will launch this month, after it last aired on Nine in 2016 after nine seasons.

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

“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.”

Seven is positioning the dating show as the next step in its content-led growth strategy to increase its audience in key demographics including 25-54s and building its audience on its BVOD platform 7Plus and social media.

The return of The Farmer Wants a Wife comes after Seven’s revival of Big Brother, previously produced by Nine and Ten, which gave the network more than one million national viewers for its launch episode.

The show also gives brands access to regional audiences, with Toyota partnering with The Farmer Wants a Wife to connect with rural and regional Australia.

“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,” says John Pappas, chief marketing officer at Toyota Australia.

“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.”



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