New campaign explains why Triple M Sydney’s Mick & MG in the Morning is the worst show on radio

104.9 Triple M Sydney’s Breakfast team of Mick Molloy and Mark Geyer have taken to the streets to show passers by why Mick & MG in the Morning is the worst show on radio, in a campaign that celebrates Triple M’s infamous irreverent style.

As MG holds up a giant sign saying ‘Worst Show,’ Mick stands beside him holding a sign with some disclaimers including ‘For people with kids in the car’ as a woman pulls up with a screaming child in the back seat.

Joined by Natarsha Belling every weekday morning 6-9am, Mick & MG in the Morning is for listeners who want something that is the worst show for people who aren’t like them.

The tongue-in-cheek campaign is Mick and MG’s first outing in a multi-channel campaign to promote the Breakfast show and runs on TV, BVOD, cinema, social, digital display and out-of-home.

SCA Chief Marketing Officer Nikki Clarkson says “Mick & MG in the Morning launched in January 2023 and has been gaining audience ever since. To capitalise on this momentum and continue to drive trial of the new show, we needed to find a way to position Mick and MG that would cut through in a very competitive radio market.”

“The radio category is often guilty of claiming being the biggest, best or number one, so we decided to flip that on its head.”

“Because Mick’s humour can skirt the edges of what is politically correct, we decided to focus on the fact that Mick & MG in the Morning is actually the ‘worst show’… for those it may offend. The show is designed to disrupt the Sydney radio scene and we are thrilled that this campaign is so completely on brand for Triple M.”

Mick and MG said: “We are having a lot of fun doing brekky radio – maybe sometimes too much fun. Hopefully we’re not the ‘worst show’ for most Sydneysiders, but we can’t claim to be the best show for everyone … cover your ears, kids!”