Sainsbury’s launches pantomime-styled radio campaign

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Grant Stott (r) from Forth One in Cinderella at The King’s Theatre, Edinburgh

Grant Stott (r) from Forth One in Cinderella at The King’s Theatre, Edinburgh

Sainsbury’s is launching a radio advertising campaign, which will broadcast excerpts from Christmas pantomimes being staged across the UK on stations including Magic 105.4.

The supermarket has partnered with Bauer Radio and its Place Portfolio of stations to engage listeners over the festive period and and link it with the traditional British pantomime.

Bauer Radio will source content from the pantomimes at key theatres across the UK to be used on air. It will also involve its own radio presenters, which are appearing in some of the pantomimes.  

The campaign will run both on air and online across the Bauer Place Portfolio stations. 

It will include a competition for listeners to win pantomime family experiences and vouchers to spend in Sainsbury’s.  

A second wave, airing in December, will give listeners another chance to win by entering online. 

The campaign will run across Bauer Place Portfolio stations: Magic 105.4, Key 103, Clyde 1, Radio City, Metro Radio, Hallam FM, Forth One, Radio Aire, Rock FM, Tay FM, Viking FM and CFM.  

According to Bauer, digital will play an integral role in the campaign. Station web pages will host to competition entry forms and video content including behind the scenes footage of pantomime productions. 

Neil Fox, breakfast presenter on Magic 105.4, Bauer’s flagship station, will interview pantomime queen, Dame Edna, for an exclusive online video. Other portfolio stations will show videos of their own presenters taking part in the pantomimes.

Mel Matson, head of national and local communications, Sainsbury’s, said: “Sainsbury’s is delighted to help amplify our broader Christmas pantomime creative idea. The portfolio’s connection with local communities combined with the social and digital elements of the campaign makes the partnership a perfect fit to help communicate how Sainsbury’s has all the ingredients you need for a show stopping Christmas.”

Karen Stacey, head of broadcast sales and Bauer Access, said: “We are thrilled that Sainsbury’s has chosen to celebrate the Christmas season by partnering with our Place Portfolio to deliver the pantomime-themed campaign and reach our nine million listener base. Sainsbury’s very quickly saw the opportunities presented by the Bauer Place Portfolio in terms of engaging on ground-level with our stations and our listeners, making the portfolio the perfect partner given the influence it holds.”