The push builds on Archers' ongoing sponsorship of Century's Hairbrush Divas show and Warner's tie-in compilation albums of the same name. The radio group has three regional stations in Newcastle, Nottingham and Manchester, and the show goes out across all three on Saturday evenings in the 6-10pm slot.
Century is running idents throughout the show with the tagline: "Hairbrush Divas, in association with Archers ... something for the ladies".
The retail push offers a a five-track sampler CD themed along the same lines as Warner's Divas series, plus an Archers cocktail book attached via a plastic collar to 70cl bottles of Schnapps.
The push kicks off in February (while stocks last) in 265 Asda stores and across Booker Premier's network of 10,000 independent off-licences.
Lisa Higgins, Century FM Network's marketing director, said: "The promotion extends Archers' sponsorship of our Hairbrush Divas show, which is aired prior to ladies going out, ensuring Archers Schnapps is top of mind for the evening. It also ties in with Century FM's 'Radio You Just Have To Sing Along To' brand positioning."
Rob Hanlon, Warner Music UK's business development manager, special projects, said: "The CD and drinks booklet offers the perfect mix for getting the target audience's evening started: five diva dance-floor anthems and recipes for five Archers cocktails."
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