NEWS: Burtons Biscuits to offer profit-sharing in first radio deals

Burtons Biscuits has become the first advertiser to strike a radio deal where the ad airtime is paid for through a performance-related formula.

Burtons Biscuits has become the first advertiser to strike a radio deal

where the ad airtime is paid for through a performance-related formula.



The deal is expected to increase radio’s share of advertising in the

fmcg sector, which has not traditionally used the medium.



Burtons is using the new-media and marketing solutions company, Cobbe

Smith Terris, to devise an above-the-line ad strategy for its Jammie

Dodgers brand.



Jerry Charter, marketing director of Burtons, said: ‘We are looking to

bring the brand back into mainstream advertising. This is the first

step.’



Burtons is thought to be using a Cobbe Smith service known as the Loop,

where, instead of paying for airtime upfront, advertisers agree to pay

the media owner based on a share of the profits resulting from the ad

burst.



Radio stations such as Atlantic 252, Talk Radio, Virgin Radio and Choice

FM have linked-up with Burtons.



Nigel Smith, a partner at Cobbe Smith, said: ‘We believe this will be

the forerunner to the stations developing a substantial fmcg ad market.’