• by Erik Sass , October 14, 2015

Paper-goods maker Georgia-Pacific is partnering with women’s interest publisher Meredith Corp. to execute what appears to be one of the biggest branded content programs ever mounted, the publisher announced Wednesday.

The online campaign is being coordinated by Meredith Digital, with creation and development of content handled by Meredith Xcelerated Marketing in collaboration with Georgia-Pacific and its creative agency ZenithOptimedia.

Georgia-Pacific brands involved in the campaign include Angel Soft, Brawny, Dixie, Sparkle, Quilted Northern and Vanity Fair. The campaign will run for a year and features around 1,400 of custom content, including infographics, articles, and slideshows, which will be distributed across all Meredith’s verticals including home, food, lifestyle, parenting and family.

In one example which appeared on the Better Homes and Gardens Web site, a Brawny-branded piece of content shared tips for cleaning different types of toys. Another example from Quilted Northern, also on the BHG the Web site, collected offbeat facts about toilet paper and bathroom behaviors (e.g., 56% of people flush public toilets with their feet).

The custom content will also appear on Georgia-Pacific’s brand Web sites and social media channels.

Although Meredith didn’t reveal dollar figures for the campaign, its sheer scope makes it one of the largest native ad deals ever transacted by a magazine publisher. It follows a number of acquisitions and new product launches by Meredith also targeting native.

Last year, it acquired a new native advertising platform called “Buzz,” which integrates marketers’ native ads into contextually relevant content areas that are endemic to Meredith brands. Earlier this year, it acquired Selectable, which specializes in native advertising with two main products, called Value Exchange and Sponsored Stories.