Chrysalis Launches Sizzling Danish Bacon Campaign

Chrysalis Radio is to launch a five figure airtime and promotional campaign to raise awareness of Danish Bacon across its flagship Heart stations.

The campaign, which will promote the brand’s ‘sizzle and taste’, will run across London’s Heart 106.2 and Heart 100.7 FM, with emphasis on weekend and breakfast scheduling.

The nine week long promotional activity begins later this month and will target the mainstream shoppers aged 35 and over. Heart 106.2’s Jono and Emma breakfast show and Heart 100.7 FM’s Ed James breakfast show will run special competitions inviting listeners to guess the “sizzling celebrity” to win cash prizes.

Commenting on the campaign, Gerard Bridges, sales director at Chrysalis Radio, said: “We are delighted to welcome Danish Bacon to Chrysalis Radio for the very first time.”

Michelle Goldstone, media manager at Media Planning Group, which booked the campaign, added: “For a brand that has historically used TV, this is a bold move for Danish. This fresh approach of using radio in this way provides new and exciting territory for the brand. It allows for a more tangible and cost effective solution for the brand.”

The Danish Bacon brand recently confirmed its commitment to increasing its investment in radio advertising by signing up to sponsor Tony Blackburn’s new breakfast show on Classic Gold Digital (see Classic Gold Digital Secures Danish Bacon Deal).

According to the latest RAJAR data for the three months ending in December 2002, Total Heart FM saw its weekly reach increase by 5.8% year on year to 2,801,000, up from 2,647,000 in the same period in 2001.

Chrysalis: 020 7221 2213 www.chrysalis.com

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