Nescafé strikes partnership with Bauer stations

Nescafé Original has signed a six-figure partnership with Bauer Media to sponsor the Magic 105.4 and Key 103 breakfast shows and run a weekly competition across the Place portfolio.

Neil Fox: presents Magic Breakfast on Magic 105.4 (photo: Matt Prince)
Neil Fox: presents Magic Breakfast on Magic 105.4 (photo: Matt Prince)

The activity was planned and bought by Mindshare on behalf of the Nestlé-owned coffee brand.

The six-month campaign starts today and will run online and on-air across the Bauer Place Portfolio of city-based radio stations.

However, its main activity will involve sponsored 10-second credits running throughout 'Magic Breakfast' with Neil Fox and Verity Geere, and Key 103’s breakfast show ‘Mike & Chelsea In The Morning’.

A Nescafé tag will also be played every morning before the 'Foxy’s Jukebox' feature and the DJ will encourage listeners to take part in a Nescafé Original competition by sharing a song that will kick start their day.

The competition prize will be a trip across London in Foxy's helicopter.

The 'Kick Start Your Day' campaign will also be extended across the Place Portfolio. Each Monday, the breakfast presenters across the stations will play a listener's ‘Kick Start Your Week’ tracks before directing listeners to the online competition.

According to the Rajar figures for the third quarter of 2012, Magic 105.4 has the widest reach of any commercial station in London, with an average of 2.2 million listeners a week.

The Bauer Place Portfolio, which includes stations such as Radio Aire in Leeds and Metro Radio in Newcastle, reaches 8.6 million adults each week across the UK.

Karen Stacey, broadcast sales director at Bauer Media, said: "This branded sponsorship deal is a great example of how advertisers can use Bauer Media to reach both national and local audiences across the UK.

"Our audiences feel more connected, involved and engaged with our radio stations compared to our competitors, and it's this connection that makes this campaign a perfect fit for Nescafé, allowing them to reach our specially created breakfast shows across the UK."

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

Lost in translation: when brand taglines don't travel

Lost in translation: when brand taglines don't travel

These might be some of the most memorable brand taglines in English but when they cross oceans, they mean something entirely different. We searched the depths of the internet to find the best, or worst.

Share
Traditional TV viewers predicted to drop as mobile fuels rise in online video

Traditional TV viewers predicted to drop as mobile fuels rise in online video

Linear TV viewing figures are set to drop worldwide for the first time next year, with online video consumption set to rise by 23.3 per cent in 2015, according to a report by ZenithOptimedia.

Share
The 7 deadly sins of brand management - and how to avoid them

The 7 deadly sins of brand management - and how to avoid them

Some of the most valuable assets a firm has are the brands it has developed. Brands create identification, differentiation and value for customers and shareholders alike. By influencing customer choice, creating a loyal and passionate following as well as commanding a premium for their products and services, strong brands can be key to great business performance.

Share

Get news by email