Classic FM and Waitrose have agreed a six figure partnership which will see the supermarket sponsor Smooth Classics at Six with Margherita Taylor.
Marketing mechanics for the campaign include downloadable podcasts with featured recipes, solo branding within a Classic FM ‘Behind the Music Newsletter’, as well as advertorials, loose inserts and a CD sponsorship in Classic FM Magazine.
Gillian Connor, Marketing Manager, Advertising, Waitrose:
“We’re delighted with the opportunities that the Classic FM sponsorship offers us to communicate a variety of messages in support of our strategy; from everyday recipe ideas based on quality food to highlighting the great range of promotions running every week at Waitrose.”
Molly Swan of Manning Gottlieb OMD commented:
“Classic FM is a perfect fit for Waitrose, and this kind of fully integrated sponsorship with its combination of on air, online, email and magazine elements gives Waitrose a comprehensive presence in the market throughout 2009.”