Fremantle and Ad Alliance have joined forces to activate four strategic brand partnerships around RTL 4’s hit reality show B&B of Love, which returned recently for a new summer season.
This season, Rivella, McDonalds and Unilever have entered a Brand Licensing partnership with B&B of Love. Lays, a long-standing partner from the very beginning, is once again visible through Branded Content.
Cleo de Rooij, Brand Licensing Specialist at Ad Alliance: ‘’At Ad Alliance, we believe that Brand Licensing is the starting point for bringing brands and content even closer to consumers. This gives commercial partners the opportunity to leverage powerful content brands across their own channels, assets and products, and we have succeeded in achieving our advertisers’ objectives without losing sight of the balance between commerce and viewing experience. B&B of Love thus literally ends up in the hands of our viewers, the consumers. In addition to strong media partnerships, we therefore proudly present a number of Brand Licensing propositions this season, developed in collaboration with the creators of B&B of Love.
Manon van der Hoek, Chief Commercial & Legal Officer Northern Europe at Fremantle: ‘’ B&B of Love shows how powerful real stories can be, relatable and human. What makes this program special is the way the team consistently manages to capture those vulnerable moments without any filter. It's this authenticity that creates opportunities for brands that want to connect in a respectful and meaningful way. In collaboration with Ad Alliance and the brands, Fremantle continuously seeks to explore how to build those connections, with an eye for the right tone and timing. As a result, these partnerships are not only effective, but also surprisingly creative.
Rivella has been a loyal partner of the programme since its third season. In line with the deployment of Branded Content around the program, every year Rivella seeks innovative ways to optimize the Brand Licensing agreement it holds. Therefore, this summer their in-store promotion not only features B&B of Love branding around the Rivella shelf but also includes a win-action with former participant Els.
This season, Unilever joins B&B of Love for the first time with a Brand Licensing agreement and a media campaign through Ad Alliance. In collaboration with activation agency SowiesoHelder, two activations were developed for Kruidvat. Consumers who purchase two Unilever-personal care products will receive a unique B&B of Love Summer Game as a gift. Later in the run, consumers have a chance to win an amazing B&B of Love prize in a win action.
McDonalds has also joined B&B of Love through Brand Licensing. Their own ‘Summer of Love’ campaign aligns perfectly with B&B of Love and is reinforced by a media campaign and by a licensing agreement. This summer, the B&B of Love Bundle will be featured on the menu for four weeks.
B&B of Love was conceived by the RTL Creative Unit and developed in collaboration with Blue Circle, a Fremantle Company. On air every Monday through Thursday at 8:30pm on RTL 4. Stream now on Videoland.
