Heart Secures Combined Breakfast And Drivetime Sponsor
Chrysalis-owned Heart 106.2 has secured Ocado to take advantage of its first ever combined breakfast and drivetime sponsorship package.
The campaign breaks next Monday and runs for thirteen weeks promoting the key customer benefits of the Ocado online supermarket service to Heart 106.2’s listeners in the London area.
The activity will include sponsorship sweepers throughout the breakfast show with Jono Coleman and Harriet Scott and the drivetime programme with Greg Burns and Erika North. A week-long tactical on-air promotion will also run during breakfast, giving listeners the chance to win a range of Ocado prizes.
The off-air element will see the Heart 106.2 ‘Ground Patrol’ give the campaign an on-street presence using Ocado groceries to bring listeners breakfast. There will also be branding on the station’s VIP newsletter.
The deal was booked by Ocado Direct and was managed by Debbie Arnorgie, Chrysalis Radio’s sponsorship and promotions controller, who said: “This campaign brings to life the great fit between Heart 106.2 and Ocado. By sponsoring a combined package for the very first time, the campaign will reach over 15.6 million adults aged 15 and over.”
Claire Harper, head of customer acquisition at Ocado, added: “This activity is a critical component of our current heavyweight cross media campaign all designed to acquire and retain customers in new and existing locations further cementing Ocado’s position as the fastest growing online supermarket in the UK.”
The latest RAJAR listening figures for the three months to September show that Heart 106.2 saw its weekly reach increase by 11.4% year on year 1,852,000, up from 1,663,000 in the same period the previous year.
The station has also been named the most listened to radio station in London by the controversial GfK Broadcast Media Survey (see GfK Survey Names Heart As Most Listened To London Station).
Chrysalis: 020 7221 2213 www.chrysalis.com
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