Tastykake and WIP form marketing pact


Tasty Baking Company announced a comprehensive marketing partnership with Sportsradio 610 WIP-AM Philadlephia. Tastykake and WIP have joined together in a multi-year, multiple platform alliance that includes naming rights of 610 WIP's suburban Philadelphia HD studios, radio advertising, Tastykake promotions with WIP talent, in-studio signage, and online advertising. At the top of each hour seven days a week, 610 WIP personalities will remind devoted listeners that the station broadcasts "live from the Tastykake studios."

"Our partnership with 610 WIP demonstrates that Tastykake will always find the most direct and personal way to speak to our consumers," said Charles Pizzi, CEO of Tasty Baking. "610 WIP is the 'go-to' sports source for Tastykake fans, and we're thrilled to be reaching those consumers more effectively through this sponsorship."

Tasty Baking also announced today its new marketing initiative with Philadelphia second baseman Chase Utley in an exclusive promotion for Wawa. Tastykake consumers have the opportunity to win a personal "meet and greet" with Utley and four tickets to an upcoming Philadelphia game, in addition to a myriad of runner-up prizes such as Wawa gift cards and Minor League Baseball ticket packages.

These partnerships, in addition to the company's previously-announced alliance with Minor League Baseball, demonstrate Tastykake's commitment to reach its loyal consumers on an individual level through non-traditional marketing. 

SmartMedia observation: This is becoming more and more common – offering the advertiser a much broader opportunity in branding with the station. We also recently reported on Bonneville's All-News WTOP-FM DC selling Ledo Pizza naming rights for its "Glass-enclosed nerve center" newsroom.