This month Heinz’ Big Soup brand is embarking on “a six-figure partnership” with the world’s biggest sports radio station, talkSPORT, in a bid to reach 2.3 million of its target 18-45 year old male consumers and further establish the brand’s key message, “Go Big or Go Hungry”.
The partnership includes four weekly challenges, with participating teams of listeners being given the opportunity to win a range of tickets for top sporting events throughout 2016.
Popular talkSPORT presenter, Colin Murray (pictured), will be hosting the competition on his mid-morning radio show (10am – 1pm every weekday), Colin Murray and Friends. Sporting legends and friends of Murray’s, including Daley Thompson, Mike Tindall and Stuart Pearce, will introduce the challenges and encourage teams of listeners to participate.
Marco Marioni, assistant brand manager at Heinz, says: “With 44% of talkSPORT listeners revealing they eat soup once a week or more, it’s the perfect platform to reach our target consumer [TGI Q3, 2015].
“Our partnership has been timed to kick off in January during a key winter month when soup is in high demand and to ensure that Heinz Big Soup is front of mind.”
The partnership includes promotional trails, advertorials and on-air editorial challenges, as well as digital and social outreach. All creative content produced will be used for radio, video and online to promote the “Heinz Big Soup, Go Big or Go Hungry” messaging.