Are Media and BIG W team up to reach new parents

Are Media has launched a new partnership between its parenting platform Bounty Parents and retailer BIG W, delivering 10,000 co-branded baby bags to new and expecting families across Australia.

The campaign marks the start of a strategic alliance between the content-to-commerce network and one of the country’s biggest baby category retailers, combining Are Media’s trusted editorial reach with BIG W’s scale and brand footprint in the parenting space.

Distributed via Bounty Parents’ national hospital network, the baby bags include curated samples from brands such as Dymples, Huggies, Curash and Medela. The initiative is designed to support families at a pivotal life stage while offering advertisers a direct path to early brand consideration and product trial.

“We’re very proud to partner with BIG W to support new and expecting Australian families,” said Anna Quinn, director of sales at Are Media. “This partnership reflects the best of what Are Media can offer in terms of trusted editorial platforms, meaningful consumer connection and brand integration at scale.

“Bounty Parents gives advertisers access to one of the most pivotal life stages, when brand decisions are being made and loyalties are being formed. BIG W is a leader in the baby category, and through our exclusive channels and trusted voice, we’re able to help them connect meaningfully, and at scale, with the next generation of Aussie families.”

BIG W senior marketing manager Stephanie Denman said the collaboration was a chance to support new parents from day one and build long-term brand relationships.

“BIG W is pleased to partner with Bounty Parents to support new parents during this special time. We’re committed to making a difference for Australian families in our local communities and believe this partnership allows us to connect with new parents in a meaningful way,” she said.

“By joining forces with Bounty Parents, a trusted partner in the category reaching so many families, we hope to make a positive impact and build lasting relationships with parents from the very beginning.”

Bounty Parents reaches more than 420,000 parents and parents-to-be annually, offering expert content, product sampling, and tailored campaigns for brands targeting the early stages of family life.