ITB has secured TV presenter and DJ Maya Jama to host Freya Lingerie's podcast, 'When Life Gives You Melons'. For the eight-part series exploring what it means - and takes - to be a woman today, Jama is joined each week by influential and admirable women whom ITB helped to secure, including Vanessa White, Becca Dudley, Gemma Cairney, Katie Piper, Laura Whitmore, Jasmine Hemsley, Angela Scanlon and others. Discussing everything from breakups to besties, boobs, friendships, careers and simply surviving the hectic Christmas season, this podcast is the perfect accompaniment to a woman’s commute.

Given that Freya’s target demographic of 25 to 34-year-olds accounts for around 40% of the UK's podcast audience, the podcast format was a smart one for the brand – giving Freya a unique opportunity to produce original content with the power to weave its way into women’s everyday lives. The podcast quickly soared into the top 20 in the UK podcast charts, proving that branded content can successfully become a seamless part of the conversation in mainstream popular culture.