Bauer Media has announced a new two-year partnership with McDonald’s, which will see the brand become the exclusive sponsor of Hits Radio Breakfast from this month, putting McDonald’s at the forefront of the breakfast occasion and connecting it with millions of Hits Radio listeners.

Hosted by Fleur East, Will Best and James Barr, Hits Radio Breakfast connects with an entertainment-led 25-44 audience through its mix of humour, relatable content and real conversations. The partnership will give McDonald’s a consistent presence at a key moment in listeners’ daily routines, with Hits Radio reaching 7.9 million weekly listeners.

The partnership will support McDonald’s focus on McCafé, as it continues to evolve its coffee offer and encourage more consumers to reconsider the brand. The “Make it McCafé” platform will be brought to life through a combination of sponsorship, editorial integration, talent and bespoke content.

The partnership is designed to create an appointment-to-listen in the morning, alongside further promotional, digital and social opportunities throughout the year.

Krissie Ford, Director Client Strategy, Bauer Media Advertising, said: “McDonald’s is a brilliant fit for Hits Radio because breakfast is such an important part of our listeners’ daily routines. This partnership gives us the opportunity to bring two much-loved brands together in a way that feels genuinely part of the show. Over the next two years, we’ll be working closely together to create memorable, entertaining moments that position McDonald’s at the centre of breakfast.” 

Jennifer Power, Media Lead, McDonald’s, said: “Mornings matter at McDonald’s. Breakfast is a key part of our business and an important occasion for our customers, whether they’re grabbing something on the go or taking a moment to start the day. Through our partnership with Bauer Media and Hits Radio, we’re excited to celebrate those everyday morning moments and showcase the role McDonald’s can play in them. “