Farmer to Fridge – Rebel Drive Show Sponsorship with Ash & Jake

Radio Station: Rebel FM

Date of Activation: May 2026

Overview

Throughout May 2026, Farmer to Fridge continued its sponsorship alignment with the Rebel Drive Show with Ash & Jake, maintaining a consistent presence during the highly relevant afternoon drive period.

The campaign’s primary focus this month was to drive listeners beyond brand awareness and towards website visitation, giving potential customers the opportunity to explore Farmer to Fridge, understand the offer and consider it as a practical solution for feeding their household.

In a competitive food and grocery market, consumers are looking for more than just another meal option. They are seeking quality, convenience, value and confidence in where their food comes from. Farmer to Fridge sits in an appealing position by connecting fresh, farm-sourced food with the everyday needs of families planning meals, managing household budgets and looking for simple alternatives to supermarket shopping.

By integrating the brand naturally into the Drive Show, the campaign aimed to identify that sweet spot: reaching listeners at the time of day when food, dinner planning and shopping decisions are front of mind, then encouraging them to take the next step by visiting the Farmer to Fridge website.

Inclusions – May 2026

Drive Show Sponsorship | 3pm–6pm
Daily brand alignment within Rebel FM’s afternoon Drive Show with Ash & Jake, connecting Farmer to Fridge with listeners during the key transition from workday to home and family time.

Live Reads by Ash & Jake Natural, presenter-led messaging that helped communicate the Farmer to Fridge offering in a relatable and trusted way, with prompts encouraging listeners to visit the website and discover more.

30-Second Promotional Pointers Consistent promotional messaging designed to reinforce the Farmer to Fridge brand, address audience needs around food choice and convenience, and drive online enquiry and website exploration.

“Brought to You By” Brand Mentions Regular sponsorship credits strengthening the association between Farmer to Fridge and a familiar, well-supported Rebel FM program environment.

Bonus Airtime, Where Available Additional placements used to extend campaign reach and frequency, helping keep the Farmer to Fridge name in front of listeners across the month.

Campaign Assets Supplied Audio samples of promotional activity, live reads and on-air brand mentions, along with supporting screenshots of campaign integration where applicable.

Audience Need and Market Position

Food purchasing is an increasingly competitive space, with consumers faced with supermarkets, meal kits, takeaway, local producers and online delivery options competing for their attention and household spend.

For Farmer to Fridge, the campaign focused on reaching listeners with a clear and relevant message: there is an alternative way to buy quality food for the family, and the website is the starting point for finding out how it works.

The Rebel Drive Show provided a strong environment for this message because it reaches listeners during a natural decision-making window. On the drive home, audiences are often considering dinner, upcoming meals, family needs and weekly shopping. Positioning Farmer to Fridge in that moment helped the brand connect with an immediate and practical consumer need.

The campaign also worked to build trust around the Farmer to Fridge name. Through regular presenter-led communication and ongoing sponsorship alignment, listeners were encouraged to see Farmer to Fridge not simply as another food brand, but as a convenient and worthwhile option to explore online.

Website Traffic Focus

The website played an important role in the campaign strategy, acting as the destination where radio awareness could be converted into meaningful customer interest.

On-air messaging consistently encouraged listeners to search for Farmer to Fridge, visit the website and investigate the range and benefits for themselves. This approach was designed to:

Turn brand recognition into website visits.
Encourage listeners to actively consider Farmer to Fridge as an alternative food purchasing option.
Provide potential customers with more information than could be communicated in a radio message alone.
Move audiences from passive awareness towards enquiry or purchase consideration.

Radio provided the reach and familiarity, while the website offered the next step in the customer journey.

Outcomes – May 2026

The May 2026 Farmer to Fridge campaign continued to build a strong and relevant position within the Rebel Drive Show with Ash & Jake.

By focusing on the needs of listeners and delivering messaging at a highly relevant time of day, the campaign worked to connect Farmer to Fridge with consumers looking for quality, convenience and better food options for their families.

Most importantly, the campaign supported the website as the key destination for customer action, encouraging listeners to move from hearing about Farmer to Fridge on air to actively exploring the brand online. In a competitive marketplace, this combination of trusted radio exposure, relevant messaging and clear digital direction continues to provide a strong foundation for building customer interest and long-term brand growth.