Palmer’s has been unveiled as the new sponsor of ITVBe’s The Only Way is Essex (TOWIE).

The partnership includes broadcast sponsorship across ITVBe and ITV Hub, as well as social media outreach, with sponsored posts appearing on TOWIE’s Instagram and Twitter feeds.

Palmer’s will use the sponsorship to showcase its portfolio, which now includes the award-winning Cocoa Butter Formula products and Coconut body and hair ranges, the popular Gradual Tanning range and the new Coconut Oil Formula facial range, available online now and in stores from May.

Zahira Beddou, marketing director of Palmer’s, says: “We are thrilled to be sponsoring such a fantastic show, that has a huge following.  This is the first time that Palmer’s has sponsored a TV reality show. It provides the brand with a great platform to reconnect with our core audience and showcase the depth of the Palmer’s range. The creative will focus on the female viewer and look to frame the thought that self-care and me time is easy, fun and accessible, and you can feel good with Palmer’s.”

The deal was brokered by Palmer’s media agency, John Ayling and Associates. Antony Newfield, business director at JAA, adds: “The audience profile is a great fit for the brand and with TOWIE seeing excellent viewing figures and having such an engaged social following, it is a brilliant opportunity.”

The sponsorship will run for the entire season 28 of TOWIE, which starts on 28th March 2021.