The a2 Milk Company and Budget Direct are participating in Commercial Radio Australia's (CRA) 'Power of Radio' campaign. Developed by CRA and created by Eardrum, the campaign aims to demonstrate the effectiveness of radio advertising in building brand loyalty.

Recent research suggests that dedicating 11% of an advertising budget to radio can potentially double a campaign's effectiveness.

"Radio is one of the most effective ways to connect with audiences on a deeper level," said Chief Executive Officer of CRA, Lizzie Young. "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."

"Radio allows us to communicate the joy and authenticity of our brand in a way that deeply resonates with audiences," said Senior Brand Manager ANZ at The a2 Milk Company, Lizzie Manger.

Chief Growth Officer Growth Ops at Budget Direct, Jonathan Kerr, highlighted the distinctive voice of 'Sarge' in their radio campaign. "The voice of 'Sarge' is deliberately distinctive and has become synonymous with Budget Direct, making our campaign instantly standout and different," he said.

The 'Power of Radio' campaign also features ANZ and Hendrick's Gin, building on the success of McDonald's and Dan Murphy's in previous studies.

Founding Creative Director at Eardrum, Ralph van Dijk, said: "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."

CRA is the peak industry body representing the interests of commercial radio broadcasters across Australia.