Mars brand Planets is to sponsor the drive time show on Global Radio’s Xfm network as the confectionary giant looks to build brand awareness.
The 12-month deal starts Monday (March 9) and will focus around sponsorship of Dave Berry’s networked drive time show.
The “Mix it Up” activity, named after the brand’s central positioning, will also include competitions and branded daily interactive features.
Wayne Newton, senior brand manager at Mars Planets, says the sponsorship will enable the brand to build an association with new music.
Mars Planets launched in 2007 as a rival to bite size Nestlé brand Maltesers and its own Revels.
Xfm, Global’s “alternative” music station, arrested its run of declining listenership in the final quarter of last year. According to Rajar, Xfm in London increased its reach 9.7% quarter on quarter to 508,000.
The station dropped the speech-less Xu format and reintroduced DJs into its daytime schedule last March in a bid to boost its reach.