Lucky Generals targets top marketers in Radiocentre campaign


Lucky Generals has launched a bold new radio campaign, aimed directly at individual marketers, in a bid to persuade them to make more use of the medium. The first spot, which aired this morning during breakfast shows across a number of stations, was a “shout out” to Keith Weed, the CMO of Unilever. In it, a hip hop artist raps “you can be the leader, Keith Weed from Unilever”, persuading Weed that radio is “OMG to the FMCG.” 

The ad and featured marketer were deliberately kept under wraps until the first spot aired to help demonstrate how radio advertising can create fame.

The 60” spot will run across national commercial stations including Absolute Radio, Heart, Capital, and Kiss FM. It ends with a call to “See radio differently at” Additional executions, aimed at different marketers and using a range of musical genres, will be released in the coming weeks. The campaign, the first by Lucky Generals since winning the Radiocentre account in January, will be supported by outdoor, online, and print advertising, plus PR and social media. It also has a dedicated microsite at

Andy Nairn, co-founder of Lucky Generals says: “Using a broadcast medium to reach specific individuals may feel counter-intuitive, but the best way to make someone reappraise radio advertising is to do some famous radio advertising that gets people in their social network talking and that they can really connect with personally.”

Lucy Barrett, Client Director of Radiocentre, says: “sometimes marketers overlook commercial radio in favour of newer and seemingly shinier channels. Frankly, this is crazy, as a record 35 million adults tune into commercial radio every week, providing advertisers with the opportunity to engage a huge chunk of the UK population with the brand. We think this campaign is a great reflection of our industry, we don’t take ourselves too seriously but it is a very personal medium and audiences have a very special relationship with their station. This campaign should get radio talked about in the right arenas.”

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