Real Radio deal with Morrisons for festival

GMG Radio has announced a partnership between its Real Radio network and supermarket Morrisons for a new summer food and music festival.

MFEST will take place near Leeds in July and feature artists including Matt Cardle, Cher Lloyd, Texas, Human League and Inspiral Carpets.

There will also be cooking demonstrations from chefs including Aldo Zilli and Atul Kochhar at the event, which is being held at Harewood House.

The five Real Radio regional stations – in Yorkshire, the North East, the North West, Wales and Scotland – will promote MFEST as well as running ticket giveaways. The Real Radio brand will be promoted at the festival as well as in Morrisons stores in the run-up to the summer.

GMG Radio Commercial Director Jonathan Gillespie said: “The nation is looking forward to a summer of celebration and so we are delighted to be involved in a brand new festival that promises to be one of its highlights. This is the Real Radio brand’s first major network activity with Morrisons and I can’t think of a better fit than great music and great food.”

The deal was brokered by MEC Access’ Amanda Winch and Nathan Bennett from GMG Radio’s Creative Solutions team.