To support its ongoing promotional partnership with Day Out With The Kids, Swizzels has launched a national audio campaign.

The promotion was designed to strengthen the relevance of Swizzels variety packs over the summer holidays and other key sharing occasions.

The integrated campaign combines broadcast radio, digital audio, podcasts, in-store displays, social media and PR.

The deal offers a three-month Day Out With The Kids VIP Pass with every promotional pack, which provides access to hundreds of discounts at attractions across the UK.

At the centre of the campaign is a national partnership with Hits Radio across broadcast and digital radio.

This marketing activity features content read by presenters and a listener competition which offers families the chance to win a holiday.

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Additionally, the brand is extending the campaign into podcasts which align with its audience, including Secret Mum Club, The Therapy Crouch and Russell Howard’s Five Brilliant Things.

This promotion will remain live during key seasonal sales periods throughout the year, including the summer holidays, October half-term and Halloween.

Sarah-Louise Heslop, head of marketing at Swizzels, said: “Our challenge was to give shoppers another compelling reason to notice and choose Swizzels variety packs during one of the most important periods for the category.

“Audio gives us the scale to reach families nationally, while podcasts allow us to deliver the message in trusted and highly relevant environments. By combining this activity with social media, PR and a strong offer on the pack, we are creating multiple opportunities for consumers to discover and engage with the promotion.

“The campaign brings together brand building and shopper activation, keeping Swizzels front of mind for sharing occasions while offering families tangible value through savings on days out and attractions.”