Member Article

Recipe for great radio commercials

A North East-based radio advertising agency recently won a contract to promote the BBC’s Good Food Show in Glasgow and Birmingham.

Blaydon upon Tyne’s Get Carter Productions worked with celebrity chefs such as James Martin to produce a series of radio commercials publicising the Good Food Shows at the SECC Glasgow from 31 October to 2 November and the NEC in Birmingham from 26 to 30 November 2008.

Clare Cox, Marketing Manager at Haymarket, the organisers of the BBC Good Food Show events, said: “We are delighted with the radio commercials that Get Carter Productions came up with, which is why we returned to them for a second year in succession. The adverts are upbeat, engaging, are an accurate interpretation of the brief we gave them and have proved very successful in raising awareness of the events.”

Launched by Paul Carter, a former Group Head of Creative at multi-million pound media group Emap, Get Carter Productions was also involved in producing radio commercials for the show last year.

Paul said: “We were absolutely delighted to secure the contract to help publicise these events for the second year in a row. This is a major campaign - in total, the three shows are expected to attract almost 250,000 visitors. It’s also great to get the opportunity to work with some of the UK’s top celebrity chefs, including James Martin.

Get Carter’s Graham Bridgewood said: “Once we’d found out that some of the celebrity chefs were available to appear in the ads, it was obvious to us what direction the commercials would take. So we carefully created the scripts to work around their personalities and really take advantage of their involvement - after all, it’s these guys that pull in the punters.

“James Martin was great to work with - very professional and a real natural - we managed to record his 15 second segment in 5 minutes. Believe me, that’s very good!”

This was posted in Bdaily's Members' News section by Ruth Mitchell .