Waitrose & Partners has become the official sponsor of the ad-free Graham Norton radio show on Virgin Radio UK.
The partnership, which was designed and negotiated by MG OMD and Virgin Radio UK, begins today with promotional leads, ahead of the first sponsored weekend on Saturday, and will run for twelve months.
Graham Norton said: “I am delighted to be the last partner of Waitrose. I like to think my Virgin Radio show is now officially “essential”.
Virgin Radio UK Content Director Mike Cass said: “Waitrose shares our authenticity and passion, and with our strong ABC1 audience we are a perfect match. Our listeners are ready to hear where Waitrose’s world-class reputation and Graham’s creative genius take them every weekend.
Graham joined the station earlier this year, after being a guest on the Chris Evans Breakfast Show with Sky last September.
Earlier this month, the station ran a parody TV commercial starring Graham and Chris, as Chris laments, “All he does is two shows a week…. and he gets the right cookies!
Martin George, Client Manager at Waitrose, said: “We are delighted to be working with Graham and Virgin Radio. Weekends are a great time to talk about our delicious food and drinks and we are very happy to be able to offer listeners some culinary ideas and inspiration through this wonderful show.
Glenn Burchnall, Executive Director, Client Team, MG OMD, adds: “This partnership brings together the dining authority of Waitrose & Partners and the entertaining sounds of the Graham Norton Show at a time of post-lockdown dining and entertainment enthusiasm. begins to grow. We can’t wait to see where the partnership takes them and what recipes will be created. ”
Wireless Business Director David Wilcox adds: “It’s fantastic for Virgin Radio UK to be able to offer such sensational talent alongside an innovative business approach, and to attract an incredible brand to Waitrose & Partners. We have big plans for the partnership and I can’t wait to hear them on the air.
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