Some men would rather put up with discomfort than be seen eating gluten free. New research of 1,000 British men found 21% of those sensitive to gluten said a gluten free diet is 'not for real men', and over a third with an intolerance do not follow one despite discomfort. For Coeliac Awareness Week, we built Warburtons' broadcast PR campaign around that stigma, raising awareness of its gluten free range, Newburn Bakehouse, made in a dedicated gluten free bakery. We put an England rugby international and brand ambassador for Newburn Bakehouse on air across a radio day of interviews. The campaign secured 5 items of radio coverage reaching 4.7 million listeners, including talkSPORT and BBC Radio Scotland.
5Items of coverage
4.7 millionCombined reach
36m 19sTime on air
Coverage highlights
talkSPORTNational radio
BBC Radio ScotlandBBC radio
The story
Warburtons, Coeliac Awareness Week
The aim
Warburtons wanted to raise awareness of its gluten free range, Newburn Bakehouse, and be a voice of authority on gluten free food.
The message
Warburtons' gluten free range, Newburn Bakehouse, is made in a dedicated gluten free bakery by a team of gluten free bakers. Men are less engaged with free-from lifestyles than women.
The angle
New research of 1,000 British men found a stigma around gluten free diets: 21% of those sensitive to gluten said a gluten free diet is 'not for real men', and over a third with an intolerance do not follow one despite discomfort.
On air
An England rugby international and brand ambassador for Newburn Bakehouse
The result
5 items of coverage reaching 4.7 million, including talkSPORT, BBC Radio Scotland.
About Coeliac Awareness Week
Coeliac Awareness Week is run by the charity Coeliac UK to encourage people with unexplained symptoms to seek testing for coeliac disease. It has traditionally taken place in mid May, for example 15 to 21 May in 2023. By 2026 the charity was describing the whole of May as Coeliac Awareness Month. For brands and charities with something useful to say, it gives radio and TV producers a timely reason to book an interview.
Planning Coeliac Awareness Week for 2027?
Coeliac UK now marks all of May as Coeliac Awareness Month, with International Coeliac Awareness Day on 16 May; the 2027 details have not been announced. Talk to the team about a broadcast PR campaign that gets your spokesperson on radio and TV.
