Waitrose has been named as exclusive sponsor of ‘Something for the Weekend’, the Friday feature in ‘Afternoons with Zoe Ball’, the new show on Greatest Hits Radio (part of Bauer Media).

The partnership will last for 12 weeks and was planned by creative agency MG OMD. The sponsorship was built off of insights by the creative agency which showed Fridays were a “key moment” for the supermarket to engage with consumers.

As part of the collaboration, which launches today (11 September), the feature will put the spotlight on ‘Waitrose Dinner Tonight’ range and listeners are able to win a Waitrose £500 gift card each week. Ball will voice several trails which will run through the week, aimed at building excitement around the feature.

Andy Ashton, content director, Greatest Hits Radio, said: “Zoe Ball is one of the most loved and recognisable voices in British radio – so she and one of the UK’s biggest supermarkets are the perfect combination for a feature built around one of the biggest moments of the week.

“We’re delighted to partner with Waitrose to bring listeners inspiration for making the most of their weekends, from what to watch and where to go to that all-important Friday night dinner.”

Polly Mason, partnerships account director, MG OMD, said: “Zoe Ball’s return to radio has been a great opportunity for Waitrose to connect with audiences at a time where they’re already leaning into the excitement of her return. Our planning work had identified Friday as a sweet spot, where we saw highest takeaway inclinations as well as being a key shopping day for our audience.

“The ‘Something for the Weekend’ segment that will feature every Friday on Zoe’s show, will allow us to showcase Waitrose’s Dinner for Tonight campaign, when people are in the mindset of preparing for the weekend.”

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