Hits Radio gets McDonald’s for Breakfast

Hits Radio Breakfast will be sponsored by McDonald’s from this month as the restaurant signs a new two-year deal with Bauer.

The agreement covers the show hosted by Fleur East, Will Best and James Barr, with sponsorship, editorial integration, presenter involvement and bespoke content supporting McDonald’s McCafé coffee offer.

Activity will centre on the “Make it McCafé” platform, with further promotional, digital and social opportunities planned throughout the year.

Jennifer Power, Media Lead at McDonald’s, said: “Mornings matter at McDonald’s. Breakfast is a key part of our business and an important occasion for our customers, whether they’re grabbing something on the go or taking a moment to start the day.”

The partnership forms part of McDonald’s efforts to encourage consumers to reconsider its coffee offer, giving the brand a regular presence within the breakfast programme.

Krissie Ford, Director Client Strategy at Bauer Media Advertising, said: “Over the next two years, we’ll be working closely together to create memorable, entertaining moments that position McDonald’s at the centre of breakfast.”