JACK fm Hertfordshire has teamed up with Veolia Water to get a message across to listeners.
The girls dressed up in bikinis and selected a “token bloke” to tell people to wrap their water pipes up with lagging to avoid freezing.
Listeners of the station have to guess the locations that JACK’s Girls (and “token bloke”) are in – to be in with a chance of playing “Don’t Freeze Ya Pipes” on the breakfast show – and winning some prizes.
Brett Harley, Managing Director of JACK fm Hertfordshire, said: “It’s a fantastic promotion that’s already getting people talking – and many drooling.”
Asked if the promotion was a bit sexist , Brett responded: “Well, our JACK’s Girls promotional team is openly described on-air as a ‘sexist marketing ploy’. But, to be fair, we did carefully select ‘token man’ to be the eye candy for the ladies.”