There is a science to why some desserts are so hard to resist. To coincide with National Dessert Day, research by a food psychologist uncovered the science behind temptation, building an irresistibility index based on aroma, sight and positive association and identifying five temptation personalities. We built ASK Italian's broadcast PR campaign around the findings, raising awareness of its new menu and encouraging listeners to visit their local restaurant, and put the food psychologist behind the research on air across a radio day of interviews. The campaign secured 15 items of radio coverage reaching 1.2 million listeners, including BBC Radio Cambridgeshire.
15Items of coverage
1.2 millionCombined reach
1h 46mTime on air
The story
ASK Italian, National Dessert Day
The aim
ASK Italian wanted to raise awareness of its new menu and National Dessert Day and encourage listeners to visit their local restaurant.
The angle
To coincide with National Dessert Day, research by a food psychologist uncovered the science behind temptation and an irresistibility index based on aroma, sight and positive association. It identified five temptation personalities.
On air
The food psychologist behind the research
The result
15 items of coverage reaching 1.2 million, including BBC Radio Cambridgeshire.
About National Dessert Day
National Dessert Day is a light hearted food day held every year on 14 October, dedicated to the sweet course at the end of a meal. It began in the United States in the early 2000s and spread through food blogs, bakeries and social media, and UK restaurants have used it as a promotional hook. For brands and charities with something useful to say, it gives radio and TV producers a timely reason to book an interview.
Planning National Dessert Day for 2026?
National Dessert Day next falls on Wednesday 14 October 2026. Talk to the team about a broadcast PR campaign that gets your spokesperson on radio and TV.
