Burns Night is one of the awareness days brands use to get on radio and TV. Relations Group has run 3 broadcast PR campaigns for it, for Scotty Brand, Douglas Laing & Co and Aberfeldy. The coverage ran to 43 broadcast items (33 interviews and 10 on-air competitions), heard by a combined audience of 7.0 million. Coverage included BBC Radio Cumbria, Central FM, Northsound 2, BBC Radio Oxford, BBC Radio Berkshire and more. Every campaign met or beat its coverage budget.
43Items of coverage (33 interviews and 10 on-air competitions)
7.0 millionCombined reach
5h 11mTime on air
35Distinct outlets
Coverage highlights
BBC Radio CumbriaBBC radio
Central FMOn-air competition
Northsound 2On-air competition
BBC Radio OxfordBBC radio
BBC Radio BerkshireBBC radio
Sky News RadioNational news network
BBC Radio CambridgeshireBBC radio
Listen
BBC Radio Oxford · 4m 15s
0:00 / 4m 15s
BBC Radio Cambridgeshire · 14m 12s
0:00 / 14m 12s
BBC Radio Berkshire · 4m 15s
0:00 / 4m 15s
The campaigns
Aberfeldy, Burns Night
Delivered for
a PR agency, on behalf of Aberfeldy
The aim
Aberfeldy wanted to use Burns Night to introduce Aberfeldy Single Malt Scotch Whisky to new audiences as approachable and relevant to modern celebrations.
The message
Burns Night is a celebration of warmth, storytelling and togetherness, and Aberfeldy Single Malt Scotch Whisky, rooted in Scottish heritage, is a natural and approachable choice for modern Burns Night gatherings.
The angle
New research for Aberfeldy found over half of Brits (55%) know what Burns Night is, yet only around one in four (23%) celebrate it every year, and only 39% know it celebrates the poet Robert Burns. Nearly half (49%) would like to learn more or celebrate it.
On air
Aberfeldy's Global Brand Ambassador for Single Malts
The result
16 items of coverage reaching 4.4 million, including Sky News Radio, BBC Radio Cambridgeshire.
Douglas Laing & Co wanted to highlight its heritage and encourage audiences to make Timorous Beastie whisky part of their Burns Night traditions.
The message
Timorous Beastie embodies the spirit of Robert Burns, with a bold, complex flavour perfect for raising a glass to Scotland's national poet, and represents Scotland's rich whisky-making heritage.
The angle
Burns Night on 25 January celebrates Scotland's national poet, Robert Burns, a tradition dating back to 1801. Douglas Laing, Scotch whisky distillers, blenders and bottlers for over 75 years, shared top tips for a great Burns Night: bring the haggis, stock up on whisky, prepare a speech and know the words.
On air
A Scotch whisky expert and brand ambassador from Douglas Laing with a background in Scottish history
The result
8 items of coverage reaching 263k, including BBC Radio Oxford, BBC Radio Berkshire.
Scotty Brand wanted to raise awareness of its range of seasonal vegetables and generate third party endorsement through local radio competitions and interviews.
The message
Scotty Brand is the best in seasonal Scottish vegetables at this time of year, with specialist seasonal listings of neeps and tatties in a major supermarket for Burns Night.
The angle
With Burns Night a week away, a Burns Supper hamper of haggis, prepared neeps and tatties and a bottle of whisky was offered as a radio competition prize, highlighting Scotty Brand's freshest in-season Scottish vegetables.
On air
A Scottish chef and a Scotty Brand representative
The result
19 items of coverage (9 interviews and 10 on-air competitions) reaching 2.4 million, including BBC Radio Cumbria, Central FM, Northsound 2.
Burns Night is held on 25 January, the birthday of the Scottish poet Robert Burns, born in 1759. It is marked with a Burns supper, which usually includes haggis, readings of his poetry and a toast to his memory. It gives producers a reason to cover the subject, and brands with a credible spokesperson a way onto radio and TV.
Planning Burns Night for 2027?
Burns Night next falls on Monday 25 January 2027. Talk to the team about a broadcast PR campaign that gets your spokesperson on radio and TV.
