RSVP, an alliance between Capital Radio, Viacom Brand Solutions and IPC ignite!, will back the Pringles brand with a "taste the world" promotion that runs for a month.
P&G is spending £200,000 on weekend activity with the Capital FM Network, excluding the London station, and £100,000 in IPC weekly magazines Nuts, Now, Woman and Chat.
The activity on Capital Radio will enable listeners to win a BBQ party pack. The deal was struck by IPC and Capital Radio with Procter & Gamble's agency Starcom Mediavest.
P&G's decision to use RSVP to support Pringles follows an earlier cross-media deal with the RSVP partners for its Head & Shoulders brand.
RSVP launched in March with the aim of providing advertisers with a cross-media approach to targeting youth audiences. Other advertisers to use the service include TDK and Strongbow.
Rival media groups Emap and Scottish Media Group offer cross-media solutions using their own range of properties.
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