Frettens wanted to break down the stuffy law firm stereotype with a fresh, audience-driven radio campaign. With expertise and connections in commercial radio and target audience analysis, Caron identified Heart FM as the optimum station and an airtime schedule that would achieve maximum exposure. She then devised a catchy jingle and strapline to convey the message in a fun and effective way, forming a choir out of Frettens’ staff and enlisting choirmaster Alison Russell – who won the BBC’s Choir of the Year competition – to train them. Caron achieved the main objective of the campaign – to break the norm and present Frettens as an approachable and friendly law firm.
