Davidstow partners with Classic FM in a five-month sponsorship collaboration


Davidstow, Saputo Dairy UK’s multi-award-winning Cornish cheddar brand, is excited to announce a new five-month sponsorship of Classic FM, commencing 23 March 2020.

The sponsorship will see Davidstow sponsor the Ann-Marie Minhall afternoon show and includes thrice-hourly brand credits alongside a branded ad segment, voiced by author John Suchet, aired daily as the first in the commercial ad-break line up. Listeners of the Friday afternoon show will also have a monthly opportunity to win a luxury Cornwall staycation, courtesy of Davidstow.

With 5.5m weekly listeners of Classic FM and 3.3m unique users of classicfm.com, the partnership offers unprecedented exposure for the Davidstow brand to an audience of predominantly ABC1 listeners, aged 45+; Davidstow’s core consumers.

Jonathan Westlake, Davidstow brand controller, comments: “We are absolutely delighted to be partnering with Classic FM over the coming five months, both as a brand showcase and an opportunity to engage with listeners through our unique prize give-aways.

“In 2019 we supported the launch of Scala radio, reaching up to 250,000 listeners each week. We’re confident that classical music radio is an effective medium for reaching our target audience of ‘good honest food lovers’ to continue to build our brand awareness and grow consideration, educating listeners on why our 12 month, 18 month and 36 month matured cheddars are the best everyday cheeses you can buy. After all, Taste Takes Time!”

Davidstow is the leading UK premium branded cheddar, with pre-packed sales of £8.3m, and is currently bought by over three quarters of a million households.