When our friends at The Romans briefed us on the Christmas single they created for Lidl Save Another Way – a remake of the classic hit Stay Another Day – and mentioned access to Tony, the challenge was not whether or not people would want to speak to him but how we could control messaging, maximise interest and ensure the song itself featured in as many interviews as possible.

To support the release, Lidl donated £100k to the NSPCC’s Childline service, helping to ensure children have a place to talk about their mental health. In taking this step, the commercial nature of the song was immediately softened in the eyes of producers – making it much more feasible for them to promote it on air.

To amplify coverage we also recorded a self contained interview with the track featuring throughout which was distributed to the commercial network and provided hard copies of the single to the BBC network encouraging them to play it on air.