Belvita Breakfast Biscuits to sponsor breakfast on Capital network

Belvita Breakfast Biscuits is to sponsor Capital FM's breakfast radio shows in a multi-platform partnership from January 2014.

Belvita Breakfast: Capital FM breakfast presenter Lisa Snowdon starred in launch ads
Belvita Breakfast: Capital FM breakfast presenter Lisa Snowdon starred in launch ads

The partnership was planned by Omnicom Media Group's PHD and brokered by content agency Drum. It will last for six months from 6 January 2014.

Belvita will sponsor the nine Capital Breakfast shows that play across Global Radio's 95-106 Capital FM network. On-air activity will include credits and trails, along with promotions across the year.

The brand will also sponsor Capital's mobile app and have a separate hub online with content on Belvita, as well as regular competitions for listeners.

The partnership will enable Belvita Breakfast Biscuits to reach an audience of 7.7 million listeners a week across the network, according to Rajar figures.

Rahul Gursahani, the senior brand manager from Belvita Breakfast, said: "As the leading breakfast biscuit brand, we're very excited to be partnering with Capital and their hugely popular breakfast shows.

"It's a perfect fit for Belvita Breakfast as we're passionate about breakfast and giving people a tasty and convenient start to the day. We're also pleased to expand on our already existing relationship with London's Capital Breakfast presenter Lisa Snowdon."

Belvita Breakfast launched in January 2010 with a £3 million marketing campaign that included TV ads fronted by Snowdon and Johnny Vaughan, her co-presenter on the 95.8 Capital FM breakfast show at the time.

Mondelez International, whose other brands include Cadbury, Toblerone and Kenco, makes the biscuits.