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Ideas and technique to help you promote and image radio

Capital Breakfast sounds tasty

A new ad from Capital to support the launch of its national breakfast show with Roman Kemp, Vick Hope and Sonny Jay.

The TV spot forms part of a larger campaign which includes outdoor, VOD, social, cinema and of course audio promotion.

It’s exactly the kind of confident and highly visible campaign that radio needs in today’s world of greater choice and national brands.

Global’s director of marketing, Adam Johnson explains the brief:

We wanted to capture the fun, energy and the personality of Capital Breakfast with Roman Kemp with this campaign. What better way to do that than by putting our presenters and some of the biggest artists on the planet into the extraordinary world of your new favourite breakfast cereal?

Creative is by Lucky Generals who have enjoyed a run of recent success with ads for Amazon and Funding Circle, and the spot’s director is Mike Diva.

(L to R) Sonny Jay, Roman Kemp and Vick Hope

What does it mean?

It’s seldom wise to read a complete brand strategy into one piece of creative, and breakfast is always a special case, but let’s do it anyway…

This work suggests a less corporate and more escapist Capital that’s quite at home in a world of pink fluffy unicorns dancing on rainbows. It feels considerably younger and takes a more assured approach to branding than some previous work in which nobody could draw breath without mentioning Capital.

Marshmello makes a brief appearance

Indeed, it projects a younger image than principal competitor Radio 1 Breakfast or Hits Radio’s offering. Could Capital be a safe space for kids who now have their own devices and are no longer tied to their parents’ choice of morning radio?

Finally, by doubling down on its association with the big artists Capital also puts clear blue water (and chocolatey milk) between it and its competitors.

Tom and Daisy on Kiss seem to feature as many TV and film celebrities as artists, Hits Radio in Manchester is less accessible to the London-based music industry and BBC Radio 1 has chosen to centre its breakfast show with Greg James strongly on listeners.

Best of luck to everyone working on the new show.