Absolute Radio is celebrating that ‘all great food starts with a pinch’ and paying homage to the humble fish and chip in a bespoke campaign with Maldon Sea Salt to find a chippy that stands head and shoulders above them all.
The Hometime Chip Shop Tour with Maldon® Salt will see presenters Bush and Ritchie travel to the heart of local British communities – the chip shop – to celebrate the heritage British brand in a unique campaign spanning radio, digital and social – with Absolute Radio’s lively audience of ‘reluctant adults’ at the heart of the action.
In a multi-platform campaign celebrating Maldon Salt’s quintessential Britishness and enduring authority on the value of perfect seasoning, Absolute Radio’s loyal listeners have been driving the campaign in the run-up to the tour through a suite of interactive on-air branded content nominating their favourite chip shops and defining the perfect chip with the help of celebrities including Stephen Merchant and Nick Frost.
Hitting the road in a specially-commissioned Maldon Salt mobile truck, The Hometime Chip Shop Tour with Maldon® Salt kicked off in Edinburgh and visited various fish and chip shops up and down the country, stopping at local landmarks and tourist attractions, nominated by the station’s audience, in a true celebration of local communities.
Simon Kilby Chief Revenue Officer at Bauer Media said: “Our insight and understanding of Absolute Radio’s audience of ‘reluctant adults’ coupled with our programming expertise, has delivered a unique campaign seamlessly celebrating the best of Britain up and down the country with Maldon Salt, underpinned by Absolute Radio’s inimitable sense of humour, across radio, digital and social.”
Steve Osborne, Managing Director at Maldon Salt said: “Perfect seasoning is as good as it gets for fish & chips. Being a British family business since 1882, we glow with pride over traditions, so partnering with Absolute Radio on The Hometime Chip Shop Tour was the perfect fit. It has been the ultimate experience to celebrate the heritage of this nation, and Britain’s favourite dish.”
The winner of The Hometime Chip Shop Tour with Maldon® Salt will be decided by the Hometime listeners and will be awarded a bespoke ad created by Absolute Radio, voiced by the winning shop with Absolute Radio talent and a trophy designed by listeners.
The Hometime Chip Shop Tour with Maldon® Salt was brokered by The Village Communications and ran from 18th – 22ndMarch covering Edinburgh, Sunderland, Blackpool, Nottingham and Canvey Island. The campaign encompasses radio (with bespoke on-air branded content), a dedicated hub online and social activity: #hometimechiptour