Next time you’re at the petrol station and peckish for a late night snack – you’re probably going to be thankful for a Wall’s Sausage Roll. You’ve probably seen this TV advert for Wall’s Sausage Rolls – all about the infamous Alan the Dog saying ‘Thank You’.
Well the team at Absolute Radio have utilised this TV creative and brought it to life through creative promo execution on air. The ads are all about the character saying ‘Thank You’. Wall’s are doing a takeover of the 1120 breaks on Tues and Wed, stuffing it with ‘extra filling’ (music, basically) and then on [Thank You] Thursday during the 1120 break – there is a personalised song from Alan The Dog from the TV ad. Listeners are asked to send in a thank you message via the website and one listener will get a bespoke song written to say thanks to a friend/relative . Additionally the winner gets £500 and £500 for the person they’re thanking plus a “sausage roll hamper”. Which is the most random prize I’ve ever heard of!
Here’s the on air trail produced by Absolute Radio’s Joe Thomas: (not available on mobile browser)
It’s a fun campaign and uses the power of radio promotions to bring a central creative theme to life – it takes a strong idea and drives it through all touch points of the station, engaging listener and bringing the sponsor brand to life. Great work.