Could soup help the seven million people at risk of type 2 diabetes? For World Diabetes Day, we built Smarter Naturally's broadcast PR campaign around that question. Scientists have bred a broccoli with up to five times the usual glucoraphanin, a nutrient research suggests can help lower blood sugar, and one bowl of the soup a week delivers a powerful dose. We put a scientist from the Smarter Naturally team on air across a radio day of interviews, explaining how a tasty natural food, rather than a drug, can help maintain healthy blood glucose. The campaign secured 9 items of radio coverage reaching 2.3 million, including Radio News Hub, BBC Radio Humberside and BBC Radio Nottingham.
Smarter Naturally wanted to be seen as a thought leader on diabetes risk, with its soup as a natural way to manage blood sugar.
The message
Smarter Naturally soup uses a unique broccoli rich in glucoraphanin, which research suggests helps maintain healthy blood glucose and cholesterol. Just one bowl a week is needed, and it is a tasty natural food rather than a drug.
The angle
Could soup help the seven million people at risk of type 2 diabetes? Scientists have bred a broccoli with up to five times the usual glucoraphanin, a nutrient research suggests can help lower blood sugar, and one bowl of the soup a week delivers a powerful dose.
On air
A scientist from the Smarter Naturally team
The result
9 items of coverage reaching 2.3 million, including Radio News Hub, BBC Radio Humberside, BBC Radio Nottingham, BBC Radio Cambridgeshire.
About World Diabetes Day
World Diabetes Day is led by the International Diabetes Federation and falls on 14 November, the birthday of Sir Frederick Banting, who co-discovered insulin. It raises awareness of diabetes and of how it can be prevented and managed. For brands and charities with something useful to say, it gives radio and TV producers a timely reason to book an interview.
Planning World Diabetes Day for 2027?
World Diabetes Day next falls on Sunday 14 November 2027. Talk to the team about a broadcast PR campaign that gets your spokesperson on radio and TV.
