Foundation's mood boosting integration in I’m a Celebrity…Get Me Out

By AdNews | 3 April 2024
Nature's Own x I'm a Celeb, via Foundation Australia

Supplements maker Nature’s Own has partnered with Channel 10’s I’m A Celebrity…Get Me Out Of Here! to dramatise the brand’s mental wellness in a sponsorship integration from Omnicom Media Group’s Foundation.

The partnership is comprised of in-show integration featuring a branded challenge with a reward.

"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," Sanofi Consumer Healthcare head of brand and innovation Jono Carroll-Goldin said .

Foundation Australia head of strategy Kim Dolengowski said the big connections opportunity was to play into the power of emotion.

"I’m A Celebrity 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," Dolengowski said.

"The integration was a big effort made possible by an awesome team behind it.”

I’m A Celebrity... Get Me Out Of Here! launched March 24 on Network 10. Nature’s Own in-show integration airs April 11.



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, Channel 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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