McDonald’s has scored a media first by sponsoring five different breakfast radio shows across a portfolio of stations represented by sales agency Media Central. The fast-food brand has also chosen Media Central as its national radio partner.
The sponsorship, which has already begun, gives McDonald’s unique national coverage of breakfast time on the flag ship shows on 98FM, iRadio, Spin South West, Beat 102-103 and Corks All New Red FM. Each breakfast show allows McDonald’s to reach out to its target breakfast audience but with a distinct regional feel where each of the stations presenters adds their own personality for their local area.
“At McDonald’s finding the most effective medium to communicate our “open at 7am for Breakfast” was key. Radio was a natural fit and our partnership with Media Central ensures we have effective reach and coverage throughout Ireland,” says Claire Lynch, senior brand manager with McDonald’s.
“The early morning daypart is central to our media strategy for promoting McDonald’s Breakfast. Sponsoring the breakfast shows across Media Central was ideal for our strategy and with their stations combined reach we are able to deliver national coverage for this platform,” adds Dave O’Kane of Mediaworks, which handles the McDonald’s account.
“We are delighted to have McDonald’s on board as yet another blue chip brand utilising the broad and unique appeal of the Media Central stable of stations. Breakfast is a key time for both our listeners and McDonald’s breakfast customers. It’s a perfect partnership,” says Gavin Deans, managing director of Media Central.