Pancake Day should be fuss-free, and for busy families Abra-Ca-Debora Pancakes had the answer: ready-made sweet and savoury pancakes that only need heating and a favourite filling. Ahead of Pancake Day, we pitched them as the pancake of choice for busy mums, offering listeners a Pancake Day hamper with toppings through on-air competitions, while their spokesperson went on air for radio interviews about pancakes as a meal, snack or dessert. The broadcast PR campaign secured 29 items of radio coverage, 12 interviews and 17 on-air competitions, reaching 3.0 million, including BBC Radio Humberside.
29Items of coverage (12 interviews and 17 on-air competitions)
3.0 millionCombined reach
2h 50mTime on air
The story
Abra-Ca-Debora Pancakes, Pancake Day
The aim
Abra-Ca-Debora Pancakes wanted to raise awareness of Abra-Ca-Debora pancakes for Pancake Day and position them as the fuss-free choice for busy mums.
The message
Enjoy delicious, fuss-free pancakes with the topping of your choice. They work as a meal, snack or dessert, sweet or savoury, and are the pancake of choice for busy mums this Pancake Day.
The angle
Pitched ahead of Pancake Day as the fuss-free answer for busy families: ready-made sweet and savoury pancakes, offered in a Pancake Day hamper with toppings. Listeners only had to heat them and add their favourite filling.
The result
29 items of coverage (12 interviews and 17 on-air competitions) reaching 3.0 million, including BBC Radio Humberside.
About Pancake Day
Pancake Day, formally Shrove Tuesday, is the day before Ash Wednesday and the start of Lent. It is traditionally marked by eating pancakes to use up rich foods before the fast, and it is observed across the UK with pancake races and charity events. It has no single organiser. It gives producers a reason to cover the subject, and brands with a credible spokesperson a way onto radio and TV.
Planning Pancake Day for 2027?
Pancake Day next falls on Tuesday 9 February 2027. Talk to the team about a broadcast PR campaign that gets your spokesperson on radio and TV.
