The Australian Radio Network has revealed a new MIX 106.5 publicity campaign highlighting The Brighter Side of Breakfast with Andrew Rochford and Claire Hooper. The campaign has been created to “drive mass awareness of the new breakfast team which was specifically formed to bring a little more intelligent fun to Sydney breakfast radio.”

It will highlight Rochford’s “credibility and genuinely engaging style” and will concentrate on Hooper’s “contagious energy levels and witty sense of humour,” with a series of graphics that aim to put the new presenters metaphorically on the breakfast tables of Sydney listeners.

ARN’s National Marketing Director Jodie Koning says: “This is our first breakfast campaign for MIX 106.5 for some time and we are really looking forward to it driving some real momentum for Andrew and Claire across Sydney. They are sounding great on air and this will give them even more of a boos.”

Designed by Iris Sydney, the campaign focuses on the familiar conventions of breakfast packaging and advertising and the colourful execution reflects the shows promise – to be a fun, intelligent, brighter and an uplifting start to your day. See two more treatments below.

The campaign has also “created something which would stick in people’s minds when first turning on their radio every morning” according to Iris Planning Director Ian Cassidy. “By borrowing the packaging and advertising conventions our target audience will be all too familiar with from breakfast products, and giving them a fun, intelligent twist to communicate the shows promise and personality, we’ve hopefully managed to deliver both.”

The campaign is a significant marketing investment for ARN which demonstrates the network’s commitment to driving their key radio brands in 2011.  It begins today and will be driven across outdoor, digital, print, trade press and experiential.