The sugar alternative company Splenda is to begin sponsoring the mid-morning show on the Smooth Radio network in a six-figure deal. It’s the first time the sweetener has been involved in a long-term sponsorship deal.
The promotion will run throughout the 10am-1pm show, hosted by Mark Goodier on five Smooth stations and Dave Lincoln on the North West station (10am-2pm). Say ‘Yes’ to the sweeter things in life is the campaign theme, which also incorporates online activity on Smooth’s websites.
GMG Radio Solutions National S&P Director John Walker said: “We are delighted Splenda has chosen Smooth Radio for its first radio sponsorship. It’s a perfect fit with the brand and the timing is great, as people start 2009 looking for ways to shed a few pounds after Christmas.”