Hits Radio Drive is to be sponsored by Tesco Clubcard across the Hits Radio Network every weekday.
This includes Gemma Atkinson and Mike Toolan’s show across England and Wales, and Garry Spence’s show in Scotland.
As part of the partnership, EssenceMediaCom has also secured the first sponsorship of Bauer’s Make Me A Winner competition across Hits Radio, Absolute Radio, KISS and Magic Radio. It will happen on the last Friday of every month with Tesco rewarding a number of entrants with exclusive Clubcard offers prizes.
This will tie in with Tesco’s wider ad campaign, using the same sonic branding ‘The Power’ by SNAP! soundtrack. Activity across social media will associate Tesco Clubcard with winning moments where the competition awards big cash prizes across the Bauer Network.
Simon Kilby, MD, Bauer Media Advertising said: “It’s brilliant to see how our teams work so creatively and collaboratively with our partners; this time with Tesco and EssenceMediaCom to create a brand-new media-first offering with Make Me A Winner.
“Aligning seamlessly with Tesco’s wider marketing campaign, this sponsorship highlights the power of audio – proving how radio can be used to support TV activity as well as work on its own to engage directly with audiences to surprise, delight and create cultural moments.”
Murray Bisschop, UK Marketing Director, Tesco added: “We are delighted that Tesco Clubcard will be the official national partner of Hits Radio Drive, increasing awareness of the great prices and benefits offered with Clubcard while listeners ease into their evenings.
“With a Tesco Clubcard our customers can feel the power to lower prices, and partnering with Bauer on the Make Me A Winner competition means we’ll also be sharing some exclusive Clubcard offers prizes with some lucky winners.”