Podcast sponsorship: Mackie’s Ice Cream

by | Jun 25, 2024

Podcast sponsorships are on the rise as brands increasingly see the value in aligning themselves with the trusted relationship between show listeners and their hosts. As 92% of podcast listeners listen alone, this is a unique environment to reach the audience on a one-to-one basis as they soak up their favourite shows. Not only that but with 7.6 million adults in the UK listening to podcasts each week, and an almost unlimited variety of shows available, podcast advertising really does have something for everyone.

This summer, MEERKATworks have secured exciting podcast sponsorships for Mackie’s Ice Cream in Comfort Eating with Grace Dent, and Stirring it Up with dynamic mother-daughter duo, Andi & Miquita Oliver. These sponsorships align the Mackie’s brand with the shows and allow the hosts to talk about the ice cream and their favourite ice cream pairings.

The ‘Comfort Eating’ podcast invites listeners to join Guardian food critic, Grace Dent, and her celebrity guests as she opens the kitchen cupboards and chats life through food. It is a one-to-one interview in Grace’s kitchen, with a warm, feel-good, often amusing tone. In ‘Stirring it up’ hosted by Andi and Miquita Oliver, each lively episode sees the mother and daughter team welcome a special guest and plus one. They gather around the kitchen table for “deep conversations about all things food, culture and the human experience”.

You can hear the host reads currently running in both shows below.