Read our new manifesto
22 - 26 March

Festival for a rapidly changing world

Topics include: Direct to consumer / E-commerce / Data & privacy / Martech

The commercial radio industry calls out Unilever’s Keith Weed in campaign targeting marketers

The Radiocentre is targeting marketers, beginning with Unilever’s chief marketing officer Keith Weed, in a bold new musical campaign from Lucky Generals that aims to convince them to make use of the medium.

The first spot in the campaign aired this morning (17 May) during breakfast shows across a number of radio stations and targeted Unilever's chief marketing officer Keith Weed.

Lucky Generals kept the ad, in which a hip hop artist raps "you can be the leader, Keith Weed from Unilever", deliberately under wraps until the first spot aired, in an effort to help demonstrate that radio advertising can create fame.

The 60 second spot will run across national commercial stations including Absolute Radio, Heart, Capital, and Kiss FM.

A number of spots targeting different marketers will air in the coming weeks with each one adopting a different musical genre and ending with a call to "see radio differently at”.

Lucy Barrett, client director of Radiocentre, added: “Sometimes marketers overlook commercial radio in favour of newer and seemingly shinier channels. Frankly, this is crazy, as a record 35 million adults tune into commercial radio every week, providing advertisers with the opportunity to engage a huge chunk of the UK population with the brand.

"We think this campaign is a great reflection of our industry. We don’t take ourselves too seriously but it is a very personal medium and audiences have a very special relationship with their station. This campaign should get radio talked about in the right arenas.”

The campaign will be supported by outdoor, online, and print advertising, plus PR and social media, as well as by a dedicated microsite at

Discussing the approach Lucky Generals co-founder, Andy Nairn, said: " Using a broadcast medium to reach specific individuals may feel counter-intuitive, but the best way to make someone reappraise radio advertising is to do some famous radio advertising that gets people in their social network talking and that they can really connect with personally.”

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis