United Kingdom-based supermarket chain Waitrose has signed a 12-week partnership with Bauer Media’s Greatest Hits Radio to sponsor “Something for the Weekend,” a Friday feature within “Afternoons with Zoe Ball.” Airing from 3–4 p.m., the feature combines celebrity guests, entertainment recommendations and food and drink ideas. Omnicom Media U.K. agency MG OMD planned the partnership.
Beginning Sept. 11, the feature will promote Waitrose’s Dinner for Tonight range as listeners plan their weekends. Ball will voice promotional trails throughout the week, while listeners can enter a weekly competition to win a £500 Waitrose gift card.
Andy Ashton, content director at Greatest Hits Radio, said, “Zoe Ball is one of the most loved and recognizable voices in British radio — so she and one of the U.K.’s biggest supermarkets are the perfect combination for a feature built around one of the biggest moments of the week.” Polly Mason, partnerships account director at MG OMD, added, “Our planning work had identified Friday as a sweet spot, where we saw the highest takeaway inclinations as well as being a key shopping day for our audience.”
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