SMARTY becomes new partner of Ricky Wilson’s drivetime show on Virgin Radio UK

Monday 5th June 2023: Virgin Radio UK today announces that drivetime with Ricky Wilson has a new partner, SMARTY, the low-cost SIM-only mobile network. The 12 month partnership, orchestrated by media agency Zenith UK and Virgin Radio UK, commences on Monday 5th June and will see SMARTY as the sole partner of Ricky’s show.

Kaiser Chiefs’ frontman Ricky Wilson joined Virgin Radio in January, with his show every weekday 4-7pm, bringing his infectious energy and love of music to the station. SMARTY’s “Less malarkey, more SMARTY” simple and honest approach to mobile, poking fun at needless complexity in our daily lives, mirrors Ricky’s light-hearted and vibrant spirit - making it the perfect partner.

The first of its kind partnership for Ricky’s show will drive further credibility, visibility and buzz to the low-cost SIM-only mobile network. The in-show engagements will bring to life SMARTY’s less-malarkey approach that can help simplify Virgin Radio listeners’ lives with easy, hassle-free and flexible SIM-only plans.

The alliance is part of a key three-pillar strategy, to build fame, familiarity and trust for SMARTY through the British icon’s drivetime slot. Strengthening the mobile network’s target audience through Virgin Radio and SMARTY’s shared brand values, and Ricky’s established and loyal following. 

Ricky Wilson comments: “I’m so pleased to have SMARTY as the new partner for my drivetime show. I’ve been having so much fun since joining the team at Virgin Radio, working alongside the best in the business! I get to do what I love every day, play music with a creative team alongside me. SMARTY is a vibrant brand, and I can’t wait to work with them.”

Nick Daly, Deputy Content Director, Virgin Radio UK, adds: “We’re so happy to have SMARTY as the new partner for Ricky’s show. All our Virgin Radio drivetime listeners know Ricky is all about the fun, and SMARTY will reflect Ricky’s fantastic energy throughout the partnership.”  

Sayed Hajamaideem, Head of Brand and Marketing, SMARTY, says: “Ricky’s show and SMARTY are a match made in heaven. Ricky’s enthusiasm and energy, straight-talking nature, and – importantly! – no malarkey attitude reflects what SMARTY mobile is all about. We love to keep things simple and give our customers fuss-free mobile, and we can’t wait to tune in and hear Ricky bringing this to life for Virgin Radio listeners.”

Florence Ospici, Group Strategy Director, Zenith UK, shares: “Virgin Radio and Ricky Wilson are great partners for SMARTY. Ricky’s natural no nonsense approach with humour is the perfect match for the SMARTY’s hassle-free and light-hearted brand message. The partnership will allow the brand to maintain presence and drive frequency through Virgin Radio’s impressive audience footprint, which offers an extraordinary platform.” 

In the latest RAJAR figures released in May, it was revealed the Virgin Radio UK network reaches 2.1m listeners, up 8.4% quarter-on-quarter, with 11.6m weekly listening hours, up 5.5% quarter-on-quarter. Ricky Wilson’s show achieved a record reach with an increase of 12% from the previous quarter.