Cadbury’s Dairy Milk owner Mondelez Ireland is to sponsor season four of Caroline Foran’s ‘Owning It – The Anxiety Podcast’ to promote the chocolate bar in a 15-week ad run brokered by media agency Carat and podcast buyer Acast. Acast’s portfolio includes podcasts with the likes of Blind Boy, The 2 Johnnies and economist and journalist David McWilliams.
Podcast sponsorship involves the podcast host delivering brand messages in their own, unique voice. Acast claims that its research shows these authentic host-read ads are more than four times as effective as other digital advertising formats. Ryan Reid was the account manager at Carat, working to Cadbury senior brand manager Tricia Burke.
Commenting on the deal, Burke said Foran’s podcast deals with an important topic that many people struggle with on a daily basis. “We hope that people listening in to the series show themselves the same compassion and generosity that they show others. Mondelez hopes listeners can enjoy an act of self-kindness with a bar of Cadbury’s Dairy Milk,” she said.