Jamie Oliver takes over Magic Radio in partnership with Shell

Jul 2020  RadioWorks Blog

Jamie Oliver, Shell

Shell has teamed up with the guys at Magic Radio to promote its ‘Jamie Oliver deli’ range of on-the-go-lunch and snacks, created in partnership with the Jamie Oliver himself. This Thursday (30th July 2020), Jamie will guest host on Magic Radio, taking over the Packed Lunch hour between 1-2 pm. The hour will be ‘packed’ with some of Jamie’s favourite tunes, who’ll also be taking requests from listeners and talking lunchtime favourites.

This unique partnership follows as a result of commercial radio’s success throughout lockdown. The medium has proved to be one of the nation’s most trusted companions during this time. The Magic Network alone saw a 19% rise in daily average reach in the week of 22th-28th June compared to before lockdown, with station Magic Soul seeing particularly strong figures with an increase of 44% in the same time frame. The station has ensured that its content is relevant, positive and authentic. Introducing pop-up stations such as Magic Eurosong, the Magic Network has both maintained and grown its loyal audience these past months.

The timing of this particular partnership is ideal as restrictions in the UK ease and many anticipate that more people will get back on the road and listen in their cars. According to Radiocentre, live radio reaches 38% of people in the moment travelling by car to buy groceries and has a significant effect on purchasing decisions in-store, making the lunchtime slot perfect for Shell to highlight its Jamie Oliver deli by Shell range.

Creative partnerships such as this, provide a natural fit for advertisers and deliver impressive results and cut-through. As champions of audio, it is wonderful to see brands such as Shell embrace the power of audio by creating meaningful collaborations on air.

Tony Moorey, Group Content Director, Magic Radio, said: “Ronan, Harriet, Emma B and all our Magic Radio hosts are one of the main reasons why our listeners love the station so much – they have a deep connection, trusting relationship and respect that goes both ways. We’re delighted to have Jamie join the team for one of our shows in partnership with Shell; as one of our country’s most-loved personalities, he’s a perfect fit.”

Simon Kilby, Chief Revenue Officer, Bauer Media, added: “Radio has proved resilient during lockdown, acting as a source of information, entertainment, companionship and inspiration for many. Radio has the unique ability to continue to successfully target those who are staying at home – listening via their smart devices and speakers – as well as those who will get back on the road. Magic Radio and its Packed Lunch hour is therefore the ideal platform for Shell to celebrate its new range of sandwiches and we can’t wait to hear what music Jamie has in store.”

Mike Hominick, Shell UK Retail Marketing Manager, Shell, said: “Just as Magic Radio plays the songs we love, we believe there is something for everyone in our latest on-the-go-range from Jamie Oliver deli by Shell. With new takes on classics, and Jamie’s little twists to keep things interesting, we hope listeners will be inspired to try something new the next time they pass a Shell Service Station. We can’t wait to hear Jamie join Magic’s listeners over a sandwich and get a little glimpse into his record collection.”

Jamie Oliver will be live on Magic Radio on Thursday 30th July from 1-2pm. Audiences can listen live on FM radio, DAB digital radio, digital TV, smart speaker, online and on the Magic Radio App.


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