Smooth Radio has agreed a commercial partnership with tea maker Tetley, which will see branding for the station appearing on a million boxes of Tetley decaf this winter.
Special promotional packs of Tetley decaf featuring Smooth Radio’s logo together with a snapshot of the type of music played, ways to tune in and the presenters on the station will begin to appear on supermarket shelves next week, offering consumers that chance to win a PURE DAB digital radio.
As part of the partnership, which will run from November until next February, Tetley will sponsor Andy Peebles’ weeknight evening show using its ‘Gaffer’ to promote Tetley decaf to Smooth’s 40+ audience; as well as a week-long promotion in Mark Goodier’s morning show next January where each day listeners will get the chance to win £1000.
Jonathan Gillespie, GMG Radio’s group commercial director, said: “This is a great way of showcasing how radio stations and media agencies are using creative thinking when it comes to commercial partnerships. Both Tetley and Smooth Radio will achieve huge brand exposure to their target audiences. We’re a nation of tea drinkers and what could be a more relaxing experience than a cuppa whilst listening to the soulful sound of Smooth.”
The deal was brokered by GMG Radio Solutions and Mediavest.