The package has been developed as part of Virgin's "Access All Areas" initiative and will run during the evening talk show Jezza's Virgin Confessions.
It will promote Sainsbury's "Win a Million Nectar Points" free prize draw, which will see 1m points given away to a Nectar card customer every day between February 12 and March 1.
Using the tagline "Nectar -- better rewards for everyone", the show will feature on-air competitions boasting "Nectar Rewards" prizes such as Lunn Poly holiday vouchers, trips to Paris or Brussels with Eurostar, and DVD players and Playstation 2 consoles from Blockbuster. The entry mechanics of the in-store prize draw will also be explained during the show.
Brian Commins, promotions director at Virgin Radio, said: "It is as a result of the previous success of our innovative and bespoke service that we are able to get high quality partners to commit to extended promotions across a month."
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