First Choice Haircutters sponsors Big Brother Canada
First Choice Haircutters has signed an agreement with Corus Entertainment of Toronto to sponsor the upcoming eighth season of reality television program Big Brother Canada. This will be the first time the company has engaged in a product integration campaign. As part of the agreement, the house featured in the show will be outfitted with a “styling station” incorporating hairstyling tools as well as hair care products from Regis. First Choice will also sponsor the show’s closed captioning and air commercials during broadcasts. The show will debut on March 4. The sponsorship was arranged by Tag of Toronto.
“Working with Big Brother Canada is such an exciting opportunity for FCH, because it enables the brand to connect with a broader audience and resonate with consumers on a real, meaningful level,” said Peggy Rountes, media director at Tag. “We are confident this initiative will elevate First Choice Haircutters’ brand perception, while fostering consideration and brand affinity.”