Pages Navigation Menu

Ideas and technique to help you promote and image radio

Smooth Radio bags tea deal with Tetley


Smooth Radio has scored a commercial advertising partnership seeing a branding exercise on packs of Tetley decaf teabags this Winter – a great example of creative thinking and really going ‘beyond the spot’.

In a deal brokered by GMG Radio Solutions and MediaVest – the brand will sponsor Andy Peebles‘ weeknight evening show using its iconic Gaffer character to promote Tetley decaf to the Smooth Radio audience. The branding deal will run from throughout the Winter  until February next year

Other elements of the partnership also include a week-long ‘New Year’ on air promotion where listeners have a chance to win £1000 each day. This will be placed in  in Mark Goodier’s national morning show throughout January.

Jonathan Gillespie, commercial director at GMG Radio, said: “This is a great way of showcasing how radio stations and media agencies are using creative thinking when it comes to commercial partnerships. Both Tetley and Smooth Radio will achieve huge brand exposure to their target audiences. We’re a nation of tea drinkers and what could be a more relaxing experience than a cuppa whilst listening to the soulful sound of Smooth.”

Special promotional packs of Tetley decaf featuring Smooth Radio’s logo together with a snapshot of the type of music played, ways to tune in and the presenters on the station will begin to appear on supermarket shelves next week, offering consumers that chance to win a PURE DAB digital radio.

It is estimated that the branding deal will appear on over a million boxes.

Michelle Colley, Tetley Decaf brand manager, said: “This is an exciting promotion for us. Tetley decaf is the best-selling decaf tea in the market and this promotion will take us directly to thousands of potential new Tetley decaf fans. It also gives us a chance to say thank you to those who are already loyal to Tetley.”