Mix Listeners To Wake Up And Smell Nescafe

GWR’s The Mix network of radio stations has secured long-running coffee brand Nescafe Original as the sponsor of its Morning Crew breakfast show for the next 12 months, marking the biggest sponsorship deal yet negotiated by the network.

The deal, worth £600,000, will run across all 35 Mix stations, with on-air activity supporting Nescafe’s current ‘Love the Morning’ campaign. A one-week promotion on 6 September will kick off the sponsorship deal, offering one listener every morning the chance to win £100 to help them ‘Love the Morning.’

Commenting on the sponsorship, Peter Charlton, The Mix’s national sales director said: “We’re delighted that Nescafe Original has renewed its sponsorship of the Morning Crew. The brand synergy has always worked well for us and strong research results prove it’s successful for Nescafe Original. This has been the key to renewing the sponsorship.”

Nestle’s senior media controller, Katie Graystone, added: “The strategic fit between Nescafe Original and the sponsorship of The Mix breakfast show has always been clear. What continues to impress me is how the activity has evolved and been leveraged on an ongoing basis to add real value.”

GWR recently announced its intention to bid for an FM licence in Edinburgh, following a lengthy consultation with local residents on which type the new station should be. The results, gathered through a series of public meetings and a 1,000 person survey, indicated that people in the area want a classic and contemporary rock station from the latest round of FM licences (see GWR Prepares To Rock Edinburgh With Licence Bid).

GWR Group: 020 7284 3000 www.gwrgroup.com

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