Tesco Clubcard will be the official national partner of Hits Radio Drive.
It will also be the first ever commercial partner of the Make Me A Winner competition.
The sponsorship covers the Hits Radio Network 4-7pm time-slot every weekday, including Gemma Atkinson and Mike Toolan in England and Wales, and Garry Spence’s show in Scotland.
The partnership, secured by EssenceMediaCom includes the Make Me A Winner competition, where listeners can win “life-changing amounts of money” across Hits Radio, Absolute Radio, KISS and Magic Radio stations.
Tesco will be offering a number of entrants with Clubcard offers to “drive the excitement of Clubcard membership.”
“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,” said Murray Bisschop, UK Marketing Director, Tesco.
The sponsorship ties in with the supermarket’s wider ad campaign, using the same sonic branding and‘The Power’ by SNAP! soundtrack.
“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,” added Simon Kilby, MD, Bauer Media Advertising.
“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.”
