Options sponsors Absolute Radio weather forecast in latest phase of winter campaign

By Angela Haggerty, Reporter

January 27, 2014 | 2 min read

Hot chocolate brand Options will sponsor Absolute Radio’s weather forecast as part of the next phase of its ‘Free Your Chocolate Desire’ promotional campaign.

Theme: The Options campaign has focused on winter and weather

The partnership with the radio station is the latest in the low calorie brand’s winter campaign, which has included targeting calorie conscious women via video on demand (VoD), digital advertising and competition activity. The sponsorship of the weather forecast ties in with the winter weather theme running throughout the campaign.

Jean Briden marketing manager at Twinings, said: “Sales increase in cold weather and this fact coupled with January’s traditional focus on dieting and healthy eating made this an ideal time to run our biggest campaign of the year.”

Emily Rich, business director at Maxus, which took care of media planning and buying for the campaign, added: “Weather activation is something that couldn’t be achieved using TV advertising due to its lead times, hence why digital and VoD has been such a good fit for the brand.”

WCRS was responsible for campaign creative.


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