Esure takes Mister Mouse to Virgin Radio in sponsorship deal

LONDON - Carat has negotiated a one-month sponsorship deal on behalf of the insurance firm Esure for Virgin Radio's Pete and Geoff Breakfast Show.

The sponsorship is part of a major campaign to launch Esure's brand icon, Mister Mouse, and Virgin Radio is running an on-air competition with the brand. Listeners are invited to guess the price of Mister Mouse's favourite food, cheese, in order to win driving holidays.

Krane Jeffrey, sponsorship manager at Carat, negotiated the deal. Jeffrey said: "There is real synergy between Pete and Geoff's irreverent approach and the cheeky nature of the brand icon Mister Mouse.

"This brand fit, combined with the station's national delivery of's core audience, and strong online presence, will deliver on the core objective of bringing Mister Mouse to life and encouraging people to visit"

Toyota is the main sponsor of the Pete and Geoff Breakfast Show, having signed a £1m deal in May, lasting until the end of the year.

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