A new 12-week partnership between Waitrose and Bauer Media’s Greatest Hits Radio will see Waitrose become the exclusive sponsor of ‘Something for the Weekend’, the Friday feature within Zoe Ball’s new show, Afternoons with Zoe Ball. The partnership was planned by Omnicom Media UK agency, MG OMD.

MG OMD identified Fridays as a key moment for Waitrose to engage consumers as they begin planning for the weekend. By aligning the retailer’s Dinner for Tonight range with “Something for the Weekend”, the partnership positions Waitrose at the heart of those Friday decisions around food, entertainment and social occasions. Airing every Friday from 3pm-4pm, the feature will see Zoe Ball help listeners get set for the weekend with celebrity guests, entertainment highlights, TV recommendations and inspiration for food and drink.

Launching on Friday 11 September, the 12-week partnership will showcase Waitrose’s Dinner for Tonight range through the weekly feature, helping listeners plan their Friday evening meals and the days ahead. Listeners will also have the chance to win a £500 Waitrose gift card every week, with Zoe-voiced trails running throughout the week to build anticipation around the feature.

The first edition of ‘Something for the Weekend’ will include recommendations of what to see at the Cinema this weekend – including a conversation with Steven Knight, the writer and producer behind the new Oasis documentary titled ‘Oasis: Don’t Look Back in Anger’.

Andy Ashton, Content Director, Greatest Hits Radio, said: “Zoe Ball is one of the most loved and recognisable voices in British radio – so she and one of the UK’s biggest supermarkets are the perfect combination for a feature built around one of the biggest moments of the week. We’re delighted to partner with Waitrose to bring listeners inspiration for making the most of their weekends, from what to watch and where to go to that all-important Friday night dinner.”

Polly Mason, Partnerships Account Director, MG OMD, said: “Zoe Ball’s return to radio has been a great opportunity for Waitrose to connect with audiences at a time where they’re already leaning into the excitement of her return. Our planning work had identified Friday as a sweet spot, where we saw highest takeaway inclinations as well as being a key shopping day for our audience. The ‘Something for the Weekend’ segment that will feature every Friday on Zoe’s show, will allow us to showcase Waitrose’s Dinner for Tonight campaign, when people are in the mindset of preparing for the weekend.”