20 May 2008


Print	Email

Mars and Snickers sign Virgin Radio deal

Mars

Snickers

ice cream

Source : Mars
Virgin Radio's top DJ duo JK & Joel will soon be joined by another on-air partnership: Mars and Snickers Real Dairy Ice Creams have just signed a fully integrated on air and online six month show sponsorship starting on Saturday 17 May 2008.

The deal is a huge coup for both ice cream brands owned by Mars Snackfood UK – since starting their show five months ago JK & Joel have proved hugely popular with the station's audience.

The six-figure deal will ensure the Mars and Snickers Ice Creams are highly visible to core consumers through a variety of means; sponsorship elements of trails and in-show credits, involvement in show features, branding and features across the online show section hosted at the newly re-vamped www.virginradio.co.uk and inclusion in the weekly Virgin Radio newsletter, which is sent to over 260,000 VIP members of the award winning website.

Mars and Snickers Ice Creams chose to sponsor JK & Joel's weekend morning show for its ability to create nationwide stand out amongst the brands' core 24-35 year old male audience with their fun banter and cheeky chat.

Mars and Snickers Real Dairy Ice Cream will be using the sponsorship as a platform to communicate their real, honest, quality approach to great tasting ice cream this summer.

Having a fun and involving sponsorship tie-up, with mass appeal, is key to the campaign.

The editorial features of the sponsorship see Mars and Snickers Real Dairy Ice Creams invited to be part of the 80s retro mix – 15 classic songs are played in 15 minutes and listeners are challenged to get all 15 artists and titles.

Another feature will see JK & Joel inviting listeners to send in some of the pretentious quotes, jargon and nonsense speak from the week for a chance to win.

Bep Sanhu, Trade Relations Manager at Mars, said: “JK & Joel are the perfect fit with our target audience, and the show has the right tone for our ice creams – simple, honest, and great fun.

"They demonstrated a unique ability to communicate with our core consumers without excluding others and we know they will make this activity really stand out on the airwaves. It is this nature and breadth of appeal that will help get our core brand messages across to our consumers this summer.”

“The boys have a strong appeal to brands looking to interact with a male audience. They have really found a niche and will provide a memorable summer campaign for Mars and Snickers Real Dairy Ice Creams,” said Nick Hewat, Sales Director at Virgin Radio.

The sponsorship of the JK & Joel Show is the launch stage of a larger summer campaign for Mars' ice cream brands that will include mass awareness broadcast and print strategies.

Email this to a friend