Hellmann's makes it with Heart
This week sees the launch of a four month mid-morning partnership between Hellmann’s and Heart. The activity runs across all of Heart’s touch-points including on-air, digital, social media and in a first the activity will run simultaneously on Heart TV.
Radio has huge broadcast reach vs. Housewives with Kids throughout mid-morning in the lead up to lunch. It is therefore the perfect medium to interrupt Mums’ routine and encourage them to consider Hellmann’s this lunchtime or add it to their shopping basket.
The partnership kicks off with the sponsorship of Heart’s networked mid-morning show which includes a weekly competition for listeners to ‘Liven up their lunchtime’ by selecting a song of their choice.
As well as on-air we are running time targeted ROS on Heart.co.uk and weekly social media posts on Heart’s Facebook page. To extend the activity even further Hellman’s will also feature on Heart TV throughout mid-mornings, bringing a visual element to the partnership. This was achieved by using Hellmann’s existing TV creative and working with Global Radio to produce sponsorship credits and promotional activity that will run on the TV channel.
Overall this activity represents a great example of how Mindshare work with media owners to produce campaigns that will connect with their audience across multiple touch-points.