Sainsbury’s takes panto campaign on air

Sainsbury’s is looking to bolster its local credentials with a partnership with Bauer Media that will see bespoke Christmas pantomime themed radio campaigns run on air and online.


The campaign has been designed to build on Sainsbury’s pantomime themed Christmas TV ads starring Jamie Oliver and a host of panto characters.

Bauer’s stations such as Magic 105.4, Radio City and Metro Radio will host video and audio clips of their presenters performing in local pantos on air and online from today (28 November) until Christmas.

On-air competitions offering listeners a chance to go on air to win tickets to their local pantomime and vouchers to spend in Sainsbury’s will also be part of the campaign.

Sainsbury’s hopes the campaign will connect with audiences in its key metropolitan markets through locally tailored content.

Mel Matson, Sainsbury’s head of national and local communications, says the connection with local communities combined with the social and digital elements of the campaign are a “perfect fit” for its pantomime themed Christmas brand campaign.

It is the first time that Bauer has used content from local events that its presenters appear in to support an advertisers campaign. The creative was devised by Drum.

Karen Stacey, Head of Broadcast Sales and Bauer Access says the integrated campaign takes advantage of the changes made to Ofcom’s Broadcast Code last year and delivers “relevant and tailored engagement” between Sainsbury’s, station presenters, city pantomimes and 9 million listeners.

Bauer launched its Place Portfolio at the start of the year to offer advertisers a way to promote national messages with customised local content to boost engagement.


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