McDonald's kicks off Absolute breakfast show sponsorship

McDonald's has struck an eight-week deal with Absolute Radio to sponsor its breakfast shows, which include weekdays with Christian O'Connell, Saturday mornings with Frank Skinner and Sunday mornings with Vicki Blight, for an undisclosed sum.

Christian O'Connell: McDonald's to sponsor his breakfast show  on Absolute Radio
Christian O'Connell: McDonald's to sponsor his breakfast show on Absolute Radio

The fast food giant will be promoting its breakfast products, including porridge, breakfast wrap, sausage and egg McMuffin and coffees.

It plans to promote the quality of its food, including its use of free-range eggs and British pork, through the deal, which was brokered by OMD.

As well as sponsor credits, Absolute Radio will include in-show features and competition givaways on 'The Christian O'Connell Breakfast Show' and Vicki Blight's show on Sundays.

The partnership kicks off today (19 March), with a competition for listeners to find breakfast show co-host Richie Firth in a McDonald’s restaurant in London, wearing a T-shirt with a clue to a breakfast-themed song printed across the front.

The first person to follow Christian O'Conell's clues, track Firth down and call into the studio with the answer, will win £1,000.

The partnership will be supported online by a dedicated microsite and Facebook page.

Capital One was the most recent Absolute breakfast show sponsor, with an eight-week campaign kicking off in November last year.

Follow Sarah Shearman on Twitter @Shearmans


Have your say...

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Media Week Jobs
Search for more media jobs

Latest

BT Sport continues to invest in football line-up

BT Sport continues to invest in football line-up

BT Sport continues to invest in its football coverage ahead of the new Premier League season starting next month.

Share
Ex-Topshop CMO and Tunepics founder Justin Cooke on 'insanity' and Einstein

Ex-Topshop CMO and Tunepics founder Justin Cooke on 'insanity' and Einstein

"There's magic in insanity," claims Tunepics founder and former Topshop CMO Justin Cooke, in a video for Virgin Atlantic in which he also discusses the challenges of running a business.

Share
Clarification: Omnicom not late to the government review

Clarification: Omnicom not late to the government review

Campaign is pleased to clarify that Omnicom Media Group is on the government media buying shortlist and did not apply late to any part of the pitch process, handled by the Crown Commercial Service.

Share

Get news by email