Jamie Oliver takes over the Magic Radio lunch hour in partnership with Shell
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Magic Radio has partnered with Shell to raise awareness of its ‘Jamie Oliver deli by Shell’ range of on-the-go-lunch and snacking favourites which was created in collaboration with the much-loved chef. Jamie himself will be taking over the Magic Radio mic to host the listener-favourite Packed Lunch hour from 1-2pm on Thursday 30th July. Playing some of his favourite tunes, taking requests from listeners and talking lunchtime favourites, Magic is the perfect platform to celebrate the food that moves the nation.
The partnership comes as radio has proved to be a constant trusted companion throughout lockdown. The Magic Network 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. By ensuring its content was always relevant, positive and authentic and introducing pop-up stations such as Magic Eurosong, the Magic Network has both maintained and grown its loyal audience these past months.
Furthermore, with restrictions beginning to ease across the country, it is anticipated that more people will get back on the road and listen in car. Recent research from Radiocentre found that 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 a perfect ground for Shell to highlight its Jamie Oliver deli by Shell range.
Commenting on the partnership, 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.
Source Bauer Media
July 29, 2020 3:05am ET by Bauer Media