Absolute Radio is celebrating that ‘all great food starts with a pinch’ and paying homage to the humble fish and chip in a bespoke campaign with Maldon Sea Salt to find a chippy that stands head and shoulders above them all.
The Hometime Chip Shop Tour with Maldon® Salt will see presenters Bush and Ritchie travel to the heart of local British communities – the chip shop – this week to celebrate the heritage British brand in a unique campaign spanning radio, digital and social - with Absolute Radio’s lively audience of ‘reluctant adults’ at the heart of the action.
In a multi-platform campaign celebrating Maldon Salt’s quintessential Britishness and enduring authority on the value of perfect seasoning, Absolute Radio’s loyal listeners have been driving the campaign in the run-up to the tour through a suite of interactive on-air branded content nominating their favourite chip shops and defining the perfect chip with the help of celebrities including Stephen Merchant and Nick Frost.
Hitting the road in a specially-commissioned Maldon Salt mobile truck, The Hometime Chip Shop Tour with Maldon® Salt will kick off in Edinburgh today and visit various fish and chip shops up and down the country, stopping at local landmarks and tourist attractions, nominated by the station’s audience, in a true celebration of local communities.
Simon Kilby Chief Revenue Officer Bauer Media said: “Our insight and understanding of Absolute Radio’s audience of ‘reluctant adults’ coupled with our programming expertise, has delivered a unique campaign seamlessly celebrating the best of Britain up and down the country with Maldon Salt, underpinned by Absolute Radio’s inimitable sense of humour, across radio, digital and social.”
Steve Osborne, Managing Director of Maldon Salt said: “Perfect seasoning is as good as it gets for Fish & Chips. Being a British family business since 1882, we glow with pride over traditions, so partnering with Absolute Radio on The Hometime Chip Shop Tour was the perfect fit. It has been the ultimate experience to celebrate the heritage of this nation, and Britain’s favourite dish.”
The winner of The Hometime Chip Shop Tour with Maldon® Salt will be decided by the Hometime listeners and will be awarded a bespoke ad created by Absolute Radio, voiced by the winning shop with Absolute Radio talent and a trophy designed by listeners.
The Hometime Chip Shop Tour with Maldon® Salt was brokered by The Village Communications and runs from 18th – 22nd March covering Edinburgh, Sunderland, Blackpool, Nottingham and Canvey Island. The campaign encompasses radio (with bespoke on-air branded content), a dedicated hub online and social activity: #hometimechiptour.
For more information:
Sian Collins – Senior Commercial Communications Executive firstname.lastname@example.org – 07718 124 791
About Bauer Media UK:
Bauer Media UK reaches over 25 million UK consumers through a portfolio of world-class, multi-platform media and entertainment brands including heat, KISS, Grazia, Empire, Magic, Absolute Radio and the Hits Radio Network. These brands offer commercial partners access to highly engaged audiences, with creative solutions underpinned by insight and instinct. Bauer Media UK is part of the Bauer Media Group, one of the world’s largest privately-owned media businesses with media assets all over the globe.