The a2 Milk Company and Budget Direct are tapping into radio’s unparalleled ability to build personal, lasting connections with Australian audiences. As part of Commercial Radio & Audio’s (CRA) Power of Radio campaign, these leading brands demonstrate how radio’s intimate, authentic engagement drives lasting brand loyalty.
The Power of Radio campaign, developed by CRA and created by Eardrum, showcases how brands can harness radio’s unique strengths. Recent research reveals that dedicating just 11% of an advertising budget to radio can double a campaign’s effectiveness, sparking CRA to collaborate with top brands like a2 Milk ® and Budget Direct to share their success with radio.
“Radio is one of the most effective ways to connect with audiences on a deeper level,” said Lizzie Young, Chief Executive Officer of CRA. “With the Power of Radio campaign, we’re showing in real time how respected brands can amplify their impact, engage more effectively, and build stronger relationships with their audiences.”
The a2 Milk Company’s campaign captures how radio creates an emotional bond with its listeners. “Radio allows us to communicate the joy and authenticity of our brand in a way that deeply resonates with audiences,” said Lizzie Manger, Senior Brand Manager ANZ at The a2 Milk. “In a crowded media landscape, radio’s personal touch helps us stay top-of-mind and effectively engage our audience.”
For Budget Direct, radio is a key element in its highly successful, long-term media strategy. “The voice of ‘Sarge’ is deliberately distinctive and has become synonymous with Budget Direct, making our campaign instantly standout and different,” said Jonathan Kerr, Chief Growth Officer Growth Ops at Budget Direct. “Radio gives us the ability to speak directly to listeners in a personal, authentic way, and that connection has kept our audience engaged, throughout the years of our campaign.”
Ralph van Dijk, Founding Creative Director at Eardrum, added, “These brands are using radio not just to be heard, but to stand out. By leveraging consistent sonic branding, they’re creating experiences that stick with listeners far beyond the broadcast.”
Building on the success of McDonald's and Dan Murphy's in Analytic Partner’s recent studies — who both saw significant increases in consumer engagement through radio — this complimentary campaign, which also features ANZ and Hendrick’s Gin, further proves radio’s power to enhance omnichannel marketing strategies. With its ability to amplify a brand’s message across platforms, radio remains critical for reaching audiences in a meaningful, memorable way.