Are Media's parenting platform, Bounty Parents, is partnering with Big W to distribute 10,000 bespoke co-branded baby bags to new parents across Australia. The initiative is facilitated through Bounty Parents' exclusive national hospital network.

The baby bags are designed to provide new parents with a selection of products from well-known brands such as Dymples, Huggies, Curash, and Medela. The campaign marks the beginning of a strategic alliance between Are Media and BIG W, with both companies aiming to leverage their strengths in content and retail.

Are Media is recognised for its content-to-commerce ecosystem, while BIG W holds a significant position in the baby retail category. Bounty Parents, a platform with a 40-year legacy, has been influential in guiding Australian families through key life moments. The platform reaches over 420,000 parents and parents-to-be annually.

Are Media's Director of Sales, Anna Quinn, said: "We're very proud to partner with BIG W to support new and expecting Australian families. 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."

Senior Marketing Manager, Everyday, at BIG W, Stephanie Denman, said: "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.

"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. Supporting Australian families and the community is important to BIG W and this partnership reflects that commitment."