Sanofi's Nature's Own has partnered with Channel 10 reality program 'I'm a Celebrity...Get Me Out of Here' to unveil a first-time sponsorship integration to showcase the wellness benefits of the brand's vitamin and supplement products.

The integration will see celebrity camp mates look to Nature's Own to find respite from the high stress environment of the jungle, with media strategy developed by Omnicom Media Group's (OMG's) Foundation and creative from Publicis Australia.

As well as an in-show integration. which features a branded challenge with a reward, the partnership will also include a custom-built TVC tying in IAC creative elements, and other commercial placements throughout the series.

Sanofi Consumer Healthcare Head of Brand and Innovation, Jono Carroll-Goldin, said: "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. 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."

The integration is designed to demonstrate mood-boosting moments grounded in nature. This marks the first integration of its kind for Sanofi’s Nature's Own, aiming to stand out in the competitive natural vitamin category.

Foundation Australia Head of Strategy, Kim Dolengowski, said: “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.”

Nature's Own aims to support Australians' energy, sleep, and mental wellness with their range of vitamins and supplements. The Nature’s Own in-show integration is set to air on 11th April 2024.