Jacaranda 94.2 and Wimpy have teamed up to create a sizzling breakfast offering. The South African food outlet has recently become the station’s Just Plain Breakfast Show headline sponsor for 2008 and 2009.

Wimpy PR Manager Noko Mokgalane explains: “Jacaranda 94.2 and The Just Plain Breakfast team are becoming renowned for ‘owning’ the morning drive time slot, so it makes perfect sense for the Wimpy brand to be there.

“It is also a very effective time of day, from a retail perspective, as listeners are in the right frame of mind for us to capture their attention and hopefully also entice them to visit a Wimpy store.”

Wimpy’s advertising agency Nota Bene Business Unit Head Mia Olivier
says the synergy between the Just Plain Breakfast Show and the Wimpy brand is clear. “The fact that the station experiences peak audience figures in the mornings makes it a natural fit with Wimpy and the core strength of the brand - breakfast.”

Olivier adds that the sponsorship on Jacaranda 94.2 fits in with a broader strategy, whereby the brand will also market itself in the Cape and in KwaZulu-Natal via Jacaranda 94.2’s sister station East Coast Radio’s breakfast show.

This interaction will inform and shape the various aspects that make up the year-long sponsorship. These include: Association with the Jacaranda 94.2 brand, a generic ad campaign, stings, that is: where the client receives stings/live liners, ad-hoc mentions and website exposure. The show’s breakfast Blog, ‘Blogger Off’, will also have a branded button that will click through to the Wimpy website.

The sponsorship is set to blast off on Friday, 11 April, with the Just Plain Breakfast team broadcasting live from Wimpy’s Kolonnade Retail Park store, situated on Zambezi Drive in Pretoria. This is aimed at encouraging consumer participation, via spot prize giveaways, as well as live audience interaction with the Just Plain Breakfast Team.