Virgin Radio has signed up Lucozade Energy as the sponsor of Afternoon Tea with Suggs. The deal will also include a week-long promotion on the Christian O’Connell Breakfast show.
The sponsorship, which launches this week, will tie in with the energy drink’s £8m campaign to encourage Briton’s to “get their edge back”. The show will include new features such as the “Get your edge back track”, which will encourage listeners to nominate an uplifting track for Suggs to play.
There will also be a microsite at the Virgin Radio website that will ask listeners to tell Suggs embarrassing stories about what they have done to lose their edge. The best story each day will win a crate of Lucozade.
The promotion at breakfast will encourage listeners to visit the microsite to register. Breakfast DJ O’Connell will also pick his favourite stories to read out and will invite the winner on air to tell their story.
Lucozade, which is owned by GlaxoSmithKline, is the first sponsor of Afternoon Tea with Suggs, which launched in January and airs between 2pm and 4pm on weekdays. It is the former Madness frontman’s first daytime slot although he previously presented evening shows such as Virgin Party Classics.