Global Radio’s Heart Network has signed a sponsorship deal with confectionery brand Maltesers.
The six-figure four-week campaign will broadcast on 12 stations including the flagship London station and some of the recently launched Heart stations in the west of England, including Heart Bristol and Heart Bath.
The “Daily Giggle with Maltesers” activity breaks on April 22 and will support the brand’s “the lighter way to enjoy chocolate” positioning.
Activity will include listeners being asked to identify a “celebrity giggler” while an online campaign will encourage listeners to tell of their own “daily giggle” by calling a competition line.
The Maltesers sponsorship follows the 12-month agreement rival confectionery brand Mars Planets signed with Global Radio’s Xfm network earlier this year. The Mars deal focuses on sponsorship of Dave Berry’s networked drive-time show.
Last week, Global Radio relaunched 12 stations under the Heart brand in Bristol, Bath, Wiltshire, Reading, Oxford, Plymouth, South Hampshire, North Devon, Exeter, Torbay, Somerset and Gloucester.
These follow the nine stations that were rebranded as Heart across the Anglia region in January.
Global launched a television, cinema and outdoor campaign last week to support the latest roll-out of the Heart brand. The “Give it some Heart” spots are created by Beattie McGuinness Bungay and aim to introduce the Heart brand to listeners in the West of England.
According to the latest Rajar data, the 24-strong Heart network had a weekly reach of 6.9 million listeners in the fourth quarter of 2008.
The Maltesers partnership was brokered by Newcast and Mediacom.