Nestlé’s Nescafé Original has signed an exclusive six-month sponsorship deal with Bauer Media and its Magic 105.4 and Key 103’s breakfast shows.
The ‘Kick Start Your Day’ campaign, developed by Mindshare, will run online and on-air across the Bauer Place Portfolio. From today (Tuesday 8 January) 10 second on-air credits will run throughout Magic Breakfast with Neil Fox and Verity Geere, with supporting trails. The same credits will also run throughout Key 103’s breakfast show Mike & Chelsea in the Morning.
As well as the sponsorship tags, each morning on Magic 105.4 an additional Nescafé Original tag will play out before Foxy’s Jukebox. During live feeds Foxy will also encourage listeners to go online and enter the Nescafé Original competition, offering the chance to win a weekly family prize to those who share songs that kick start their day.
From March, the prize will be a trip in Foxy’s own helicopter across London.
Karen Stacey, broadcast sales director at Bauer Media, commented: “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.”
Each Monday breakfast presenters across the stations will play one of the listeners ‘Kick Start Your Week’ tracks before directing listeners online to enter the competition themselves. The Monday promotion will also be supported by pre-promotional trails running Friday to Sunday.