Wickes has this week agreed a new sponsorship deal with media firm Global, which will see the home improvement retailer become the headline sponsor of Angie Greaves on Smooth Radio.
The primetime show, which airs Monday to Friday from 4pm to 7pm will enable Wickes to reach an estimated weekly audience of close to 1 million.
Brokered by creative agencies Dentsu Creative and Carat, the partnership will also see Wickes featured across Classic FM, Heart and Global’s portfolio of popular podcasts.
Aiming to drive awareness of Wickes’ kitchen range with a mix of in-show credits, monthly microshows and promotions, the partnership will have a projected weekly reach of 1.9 million.
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“At Wickes, we have a range of kitchens that cater to any style and budget, and this integrated partnership with Global, will allow us to communicate this message in an authentic and engaging way,” Wickes chief marketing and digital officer, Gary Kibble said.
“We are delighted to be working with the biggest commercial radio network. We know that our audience engages with audio and OOH media so the partnership provides an opportunity for us to speak to our target audience, and connect with new audiences, at key times of the year.”
The audio campaign will additionally be supported by high-impact out-of-home executions across Global’s extensive outdoor portfolio.
