DIARY: ICE TO ESKIMOS - Flavour of the week helps preserve Talk with Tiptree

A tasteful deal once got Rachel McHugh out of a jam. Long before her days as consumer accounts manager at Emap Active, McHugh sold airtime on Talk Radio. At the time of our tale, she’d been pitching to the jam manufacturer Tiptree without any luck. ’Posh jam is quite upmarket. There were absolutely no audience ratings to prove that Tiptree’s customers would bother listening to the radio, let alone the ad. Jam buyers are way off the typical media consumer.’

A tasteful deal once got Rachel McHugh out of a jam. Long before

her days as consumer accounts manager at Emap Active, McHugh sold

airtime on Talk Radio. At the time of our tale, she’d been pitching to

the jam manufacturer Tiptree without any luck. ’Posh jam is quite

upmarket. There were absolutely no audience ratings to prove that

Tiptree’s customers would bother listening to the radio, let alone the

ad. Jam buyers are way off the typical media consumer.’



But our tenacious heroine refused to admit that the story was over and

devised a grand plan to lure Tiptree into a sponsorship deal.



’I decided to present the clients with a concept called Flavour of the

Week. The idea was to do a phone-in competition - listeners could call

in with their favourite flavour and win a hamper. A series of jam-making

questions were compiled and the overall prize was a holiday to

Barbados.’



According to McHugh, Tiptree loved it and after resisting for almost two

years, became well and truly hooked on radio advertising.