Bigger, braver & bolder than ever before, Absolute Radio's breakfast show partnership with Wickes is the most successful in UK radio history and in March 2019, the partnership won GOLD at the Sponsorship Awards. A partnership spanning over 10+ years, Wickes are more than just the sponsor - they take the fifth seat in the studio, integrated seamlessly into every aspect of the show. Delivering record returns to record audiences, this partnership is ever-evolving, engaging and entertaining.

The challenge was split into two main components: 1) To continue delivering record results from our long-standing partnership with Wickes. 2) To ensure Wickes remain front of mind with the Absolute Radio audience by showcasing how their product range fulfils consumer needs.

Getting the right tone of voice during lockdown was key! The credit messaging tone of voice changed. It didn't stop there.Wickes also became a partner to Absolute Radio's Good Deed Register. This deed already ran in the Breakfast show and was amplified as a nice way to give back & celebrate good deeds during this time. Those called out on the Good Deed Register were awarded a £250 Wickes gift card. This weekly Friday Feature for Wickes not only increased brand awareness but reinforced a positive association with their brand during this time.