The Fox’s Fifi, Fev & Nick are inviting listeners to join Melbourne’s biggest party in a new multi-million dollar campaign, attempting to hold onto their breakfast share as rivals Kyle and Jackie O enter the Melbourne market on KIIS.
The ‘Melbourne’s Biggest Party’ campaign aims to show the trio’s connection with Melburnians, and the high energy listeners can tap into by listening to Fifi, Fev & Nick. It features a stretch limo, motorbikes, a party bus, and an ice sculpture, as well as real listeners.
“Fifi, Fev & Nick for breakfast,” the hero film’s final shot reads.
The campaign will run across TV, BVOD, cinema, socials, digital audio, and out-of-home.
The commercial was filmed across multiple locations in Melbourne and is soundtracked by the ARIA-nominated dance track People Happy by Aussie producers KLP and Stace Cadet.
This year, Fifi, Fev & Nick are continuing to take the show around Melbourne with the ‘Brekky in the Burbs’ initiative, bringing stars to the suburbs – from Steven Sanchez live from Sunbury, Delta Goodrem in Pakenham, Amy Shark in Mornington, The Wiggles in Epping, and Guy Sebastian in Ringwood.
In the most recent radio ratings survey, Fifi, Fev & Nick scraped back ahead of Gold to get the #1 FM breakfast spot, after losing it in Survey One – their 11.2% breakfast share is the best in a decade or more.
Kyle & Jackie O have inherited a 6.4% share in breakfast.
On Monday, Mediaweek reported on how the plan for Kyle & Jackie O‘s expansion to Melbourne was hatched in response to the duo’s former employer, SCA, promising them a national show if they defected from ARN to return.
In a statement to Mediaweek, SCA chief content officer, Dave Cameron, said that while, “we never discuss the nature of any talent contractual conversations”, the breakfast team on Fox “are on long-term Melbourne breakfast show agreements that have been in place for a while, and our ongoing firm commitment to this show has always been and remains unwavering.”
SCA head of Hit metro content and The Fox content director, Amanda Lee, said: “Fifi, Fev & Nick have such a strong heritage in Melbourne and a deep connection and love for their audience. ‘Brekky in the Burbs’ has been the perfect way to further connect with their audiences on the ground. The team is Melbourne through and through and we know our listeners love the energy and fun they bring to Breakfast and this campaign reinforces our strong position here.”
SCA head of consumer marketing, Naomi Gorringe, added: “Fifi, Fev & Nick on The Fox is the antidote to the daily grind and seriousness of the world. For three hours every weekday morning, listeners can escape the mundane and their worries and jump into a place where it’s pure fun and frivolity.
“This campaign brings that energy to life with Melbourne’s biggest party and a soundtrack to match. It is a great way to celebrate Melbourne’s most listened to radio show.”