O’Reilly Auto Parts will be recognized as the 2024 Radio Mercury Awards “Radio Marketer of the Year” Award, in recognition of the company’s longstanding use of radio to empower consumers and build its brand. 

The company’s highly recognizable “OH OH OH O’REIIIILYYYY AUTO PARTS… OWW” jingle “demonstrates the true power of a sonic identity as an effective tool to capture attention and boost distinctiveness for the brand,” according to the company.

O’Reilly Auto Parts’ confidence in radio to drive growth, the brand’s hunger for continuous learning and its commitment to the communities it serves are all key factors in its recognition as this year’s Radio Marketer of the Year honor, the company said.

“O’Reilly Auto Parts continues to be an incredibly valuable partner to the radio industry,” said Mike Hulvey, RAB president and chief executive officer (the not-for-profit trade association representing America’s broadcast radio industry), and chair of the Radio Creative Fund. “Their ongoing dedication to the use of radio as a lead medium to drive their local business forward is truly a collaborative effort to be celebrated by the entire radio industry.” 

This award happens to coincide with the 25th anniversary of the O’Reilly jingle first being produced. 

“Thank you to RAB for recognizing O’Reilly Auto Parts with this incredible award,” said Hugo Sanchez, vice president of marketing and advertising for O’Reilly Auto Parts. “I’m really proud of our entire marketing team, as well as the more than 90,000 team members across the United States, Mexico and Canada. This award is a testament to the work of all of our team members, who provide excellent customer service each and every day. Our marketing and advertising work, and the jingle, mean nothing without our team members delivering this great service to all of our customers day in and day out.”