Case study · Summer 2013

British Coffee Association

Relations Group ran a broadcast PR campaign for British Coffee Association around Summer 2013. A radio day of interviews put their spokesperson on air, securing 58 items of radio coverage with a combined audience of 1.6 million. Highlights included Voice FM.

Part of Summer on air →
58Items of coverage
1.6 millionCombined reach
2h 38mTime on air

Coverage highlights

The story

British Coffee Association, Summer 2013

The aim
British Coffee Association wanted to dispel coffee myths, show it counts towards daily fluid intake and position the association as the leading voice on coffee.
The message
Caffeine at the levels in a couple of cups of coffee is no more a diuretic than water, so coffee can help keep you hydrated, and iced coffee is a good way to cool down in warm weather.
The angle
Research found 81% of people wrongly think coffee does not help keep us hydrated, although evidence shows that 4 to 5 cups a day is no more dehydrating than a glass of water. Only 4% of coffee drinkers knew coffee can help exercise performance.
On air
A registered dietitian and nutritionist
The result
58 items of coverage reaching 1.6 million, including Voice FM.
Budget £2,500Delivered £7,350Above budget 194%On air 2h 38m

About Summer

Summer is a major broadcast moment built around the school summer holidays, days out, travel, hot weather and outdoor living. In England and Wales schools usually break up in late July, while in Scotland and Northern Ireland they break up in late June. For brands and charities with something useful to say, it gives radio and TV producers a timely reason to book an interview.

Planning Summer for 2027?

The school summer holidays next run from late July to early September 2027 in England and Wales, and from late June in Scotland and Northern Ireland. Talk to the team about a broadcast PR campaign that gets your spokesperson on radio and TV.

Book a call with the team