Matt Okine fronts Jimmy Brings’ summer campaign

Podcaster and co-host of PodcastOne Australia’s Matt & Alex All Day Breakfast, Matt Okine, has joined former radio star Sophie Monk to help promote alcohol delivery service, Jimmy Brings.

The commercial partnership is possible now Okine is with Southern Cross Austereo’s (SCA) PodcastOne, but likely wouldn’t have been feasible when he was part of the ABC’s triple J Breakfast show.

The ads are brief, only lasting 15 seconds, as they will run across YouTube, broadcast-video-on-demand (BVOD), social, digital and programmatic. There will also be an out-of-home element to the campaign.

It promotes Jimmy Brings’ summer-long $2 delivery fee.

One of the Matt Okine executions of the campaign (post continues below video): 

The brand’s head of marketing, Jamie Gagliardi, said the “unique campaign” will ultimately lead to a change in traditional consumer behaviours.

“We’ve been able to increase the distinctive branding of Jimmy Brings while creating a creative framework that is essentially an ad platform within an ad platform that can feature different products,” he said. “This has allowed us to create greater value for our partners and our consumers simultaneously.”

Another ad featuring Okine (post continues below video):

The campaign was created by Sydney-based R/GA.

Michael Titshall, VP and managing director of R/GA Australia, also stressed the importance of shifting consumer habits via the campaign.

“In this relatively new category of alcohol delivery, the challenge is not just to be the preferred brand, but to switch habits from a dash to the bottle shop to reaching for their phone. So we worked with Jimmy Brings to create behaviour change by combining pricing models, marketing and brand assets for the entire customer journey,” he said.

Monk has been a brand ambassador for Jimmy Brings for some time, and features in this campaign in separate executions to Okine.