Research showed Britain was in the grip of a home baking boom, with 20 million consumers baking at home and £576m spent on baking ingredients last year. For Wrights Flour, London's only remaining flour mill with a heritage of over 140 years, we built a broadcast PR campaign to dispel the myth that home baking is difficult, noting that nearly four million bake from scratch at least monthly. A TV chef and bread cookbook author went on air to show that baking, by hand or in a bread machine, is easy and fun for the whole family, alongside on-air competitions. The campaign secured 43 items of radio coverage, 20 interviews and 23 on-air competitions, reaching 6.6 million, including Sky News Radio, BBC Radio Devon and BBC Radio Cornwall.
43Items of coverage (20 interviews and 23 on-air competitions)
6.6 millionCombined reach
4h 18mTime on air
Coverage highlights
Sky News RadioNational news network
BBC Radio DevonBBC radio
BBC Radio CornwallBBC radio
Northsound 2Commercial radio
The story
Wrights Flour
The aim
Wrights Flour wanted to raise awareness of its products and dispel the myth that home baking is difficult.
The message
Baking at home is easy, by hand or in a bread machine, and fun for the whole family. Wrights is London's only remaining flour mill, with a heritage of over 140 years.
The angle
Research showed Britain in the grip of a home baking boom, with 20 million consumers baking at home and £576m spent on baking ingredients last year. Nearly four million bake from scratch at least monthly, and many make their own bread to save money.
On air
A TV chef and bread cookbook author
The result
43 items of coverage (20 interviews and 23 on-air competitions) reaching 6.6 million, including Sky News Radio, BBC Radio Devon, BBC Radio Cornwall, Northsound 2.
Planning a broadcast PR campaign?
Talk to the team about radio and TV interviews for your brand, or for your clients if you run a PR agency.
