After nearly a month of chaos in the Sydney radio market, Triple M’s Beau, Cat & Woodsy are leaning into their status as the city’s longest running Breakfast team.
They’ve already ‘done a Bradbury.’ Now, they’ve gone one better.
Triple M has unveiled a new iteration of its marketing campaign, ‘Sydney’s longest running Breakfast team … since a couple of weeks ago,’ with a sneak peek of their brand-new TV commercial, featuring a cameo from Australian Olympic legend Steven Bradbury.
The spot premieres on the Seven Network this week as a teaser ahead of the full rollout from 20 April, which will include 60-second cinema spots, large format OOH, digital and social executions across Sydney.
The campaign first grabbed attention on March 5, in the immediate aftermath of Kyle & Jackie O’s high-profile exit from Sydney’s airwaves.
Within 24 hours, Triple M had seized the moment, rolling out a cheeky OOH blitz with the line, ‘Sydney’s Longest Running Breakfast Team* Since Tuesday.’
The following week, the message was refreshed – ‘Sydney’s Longest Running Breakfast Team* Since Last Week.’
Whilst Beau Ryan, Cat Lynch, and Aaron ‘Woodsy’ Woods only launched on Triple M Sydney in January 2025, the rapid exit of heritage shows across the FM landscape has left them as the longest-serving team in the Sydney market.
The campaign now extends into a satirical ‘War Room’ TVC. Inside a ‘high-stakes’ strategy bunker, Beau, Cat & Woodsy are locked in, plotting how to take down Sydney’s biggest breakfast rivals. With whiteboard targets and laser focus, they start striking names off one by one, only to be interrupted with an unexpected truth: their competition has already crashed out.
As Beau rides the emotional roller-coaster from intensity to a hint of sadness then disbelief, the realisation lands” they’ve outlasted everyone and ‘pulled a Bradbury.’
The campaign features a guest appearance by Steven Bradbury, the man who famously turned staying on one’s skates into an art form.
Naomi Gorringe, SCA’s Head of Marketing, said: “At the beginning of 2026, with so much change in the Sydney brekky market, we sat in the eye of the storm, focusing on our strengths and positioning Triple M as Sydney’s most irreverent brand with permission to take the piss out of the situation. As that storm intensified, the opportunity to introduce new listeners to Beau, Cat & Woodsy grew.”
“When we realised they had ‘done a Bradbury’ and become the longest-running Sydney brekky team by default, we moved quickly to state that fact in our initial tactical campaign. We then called Steven Bradbury himself to see if he’d like to be part of the TV and social extensions. As a Triple M listener, he was happy to get involved and help us remind Sydney that if you want a show that stays together and doesn’t take itself too seriously, Triple M is the place.”
The campaign launches with a 30 second TV commercial airing on Channel 7 from this Sunday. The full campaign will launch from April 20 with a 60 second ad launching across a number of TV stations, accompanied by an OOH campaign with digital and large format billboards and full integration supported by digital, social and LiSTNR, with the new tagline: ‘Longest running brekky team. Just don’t ask how.’
Beau Ryan said “Sydney radio’s had the same major players for years, so for it all to fall over at once and for us to pull a bit of a Bradbury … you couldn’t have made it up. We’re suddenly Sydney’s longest-running breakfast team and we’re not even a year in — we’ll take it.”