Bounty is an established Australian brand that has been providing trusted information and support to expecting parents from the first trimester of pregnancy, through to parents with toddlers and children, for more than 35 years. Reaching 80% of all pregnant women and new parents, more than 500,000 Bounty Bags are distributed by Bounty representatives at hospitals across Australia every year.

The brand has evolved to include a new digital destination, providing mums and dads with how-to guides, expert advice, trusted product ratings, real user reviews and consumer-voted awards.

Our Bounty offering is continuing to expand to include multi-platform solutions enabling our advertising partners to connect with them at each life stage from pregnancy through each parenting milestone.

Digital Director

Fiona Baker

For over 35 years Bounty Bags have informed and delighted new and expecting mothers. With our unique hospital distribution, Bounty Bags bring to Mums the most up-to-date information on the health of themselves and their baby’s and gives advertisers unprecedented reach in a trusted environment. All samples are approved by health professionals. Our one bag to one mum distribution means that a sampling campaign in Bounty delivers zero waste and is cheaper than posting a sample direct to the target market, it’s a compelling and unrivalled sampling medium. The combination of 100% accountable logistics, 78% market reach and zero wastage means Bounty delivers cost effective results in a unique and memorable way.


The reach of the Bounty bag sampling program is unrivalled, reaching over 480,000 pregnant women and new mothers every year - this is 80% of all pregnant women and new mums!

The Bounty sampling program is comprised of two bags: a New Parent option as well as a Parent-To-Be bag.

The New Parent bag reaches new mothers within 48 hours of having their baby through hospital nationally.

The Parent-To-Be bag reaches pregnant women at 12-14 weeks of pregnancy through hospitals, obstetricians and ultrasound clinics around Australia.

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Housed on an evolved digital platform, provides a range of content and product solutions for parents at every stage of their family's journey. From product directories, reviews and trial teams, Bounty offers advertising partners an end-to-end solution for creating real, independent customer advocates for their brand.

We encourage Bounty members to earn Bounty Points by taking part in our trial teams. Members trial and review the product as well as provide invaluable insights that can then be amplified across each Bounty platform including digital and social.

Trial teams guarantee reviews on site that help optimise search capability and provide strong product insights ensuring sales conversions.

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The Bounty Baby Awards provide expecting mums and new parents with a trusted list of the best products in market, as voted for by our expert panel and consumer vote. The Bounty Baby Awards have more than 25 categories, and reaches more than 500,000 potential customers enabling brands to leverage the credibility and authoritative voice of Bounty across multiple platforms.

Judged by our expert panel as well as parents, the Bounty Baby Awards provides parents a list of the top baby products from pregnancy through to parenthood. Winners of the Bounty Baby Awards receive a customised Bounty Baby Awards dinkus to use across their marketing material.

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Bounty eDMs deliver information targeted to each member's stage and child's age via email. These emails provide members with access to expert content aimed at their stage of the parenting journey.

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Brand Overview