’As more and more Londoners become aware of Xfm, its advertising
has been popping up in more and more places, but this latest salvo in
the guerrilla campaign is perhaps the niftiest yet.
’The outlets using this breakfast sandwich bag were well chosen to reach
all the bacon sarnie-chewing van drivers on their way to their first job
of the day, as well as all the other people that must have wondered who
’this man’ was and tuned in at the first opportunity. I, of course, know
who he is: he’s the gorgeous Tom Binns, the saviour of London
breakfast-time radio, and I implore you all to tune to 104.9 every day.
Whether or not you like bacon sarnies.’
Medium: Sandwich bags
Media planner/buyer: Claire Curran, Cake
Brief: Run a teaser campaign to support the 6-sheet posters using a
medium reflecting the irreverent nature of the show.