Heart Starts £2 Million Plug For Breakfast Show

London’s Heart 106.2 is embarking on its biggest-ever TV and press marketing campaign marking the launch of the new “Heart Breakfast with Jamie Theakston”.

The £2 million campaign, starting on 16 May, will run for ten weeks across Carlton, LWT. Channel 4, Five and key satellite networks including ITV2, E4, Living and UKStyle.

The campaign will be centred on three brand new 30-second executions, Toast, Car and Bed, each created to promote the new breakfast show to the station’s 30-something target audience in and around London.

The executions feature Jamie Theakston injecting humour into a series of everyday early morning scenarios, such as waking up, making the toast and driving to work, alongside a soundtrack of key playlist artists.

Commenting on the initiative, Tina Finch, head of marketing for Heart 106.2 said: “In Heart’s 10th anniversary year, this campaign sees the station’s biggest ever marketing push in London’s key battle for breakfast listeners.”

Finch continued: “Capturing Jamie’s natural, witty personality and the engaging tone of the show, this latest marketing activity again focuses on capturing Heart’s core thirty-something target audience whilst further underpinning the station’s strategy of encouraging lapsed or non-listeners to reappraise the breakfast show.”

The opening weeks of the television campaign will be supported by targeted press activity, with Jamie-focused creatives running in the Evening Standard, Metro, Metro Life and Time Out.

Theakston replaces Jono Coleman as Heart’s breakfast presenter, after a surprise announcement at the beginning of the year, bringing Coleman’s six-year career with the station to an end (see Heart Ditches Coleman In Battle For London Supremacy).

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