Case study · Christmas 2019

California Walnuts

Relations Group ran a broadcast PR campaign for California Walnuts around Christmas 2019. A radio day of interviews put their spokesperson on air, securing 16 items of radio coverage with a combined audience of 2.3 million. Highlights included Radio News Hub and Panjab Radio.

Part of Christmas on air →
16Items of coverage
2.3 millionCombined reach
1h 11mTime on air

Coverage highlights

The story

California Walnuts, Christmas 2019

The aim
California Walnuts wanted to raise awareness of its health benefits, versatility and taste this festive season.
The message
A handful of California Walnuts is a simple, tasty and convenient way to add important nutrients to your diet. Walnuts are the only tree nut with a significant amount of plant based omega-3, and are low in sugar and salt.
The angle
New research found two thirds of Brits (67%) snack more over the festive season than at any other time, and 41% say their festive snacks are mainly unhealthy. Only 39% knew walnuts are good for heart health.
On air
A doctor and cookery author
The result
16 items of coverage reaching 2.3 million, including Radio News Hub, Panjab Radio.
Budget £3,500Delivered £5,050Above budget 44%On air 1h 11m

More campaigns for California Walnuts

California Walnuts has come back to Relations Group for other broadcast PR campaigns:

What the budget bought

£3,500
£5,050
£9,171
£27,513
8:1return on investment: PR value is 8 times the campaign budget

Coverage delivered is the value of the items at the Relations Group rate card. AVE is what the same airtime would cost as advertising. PR value is three times the AVE. ROI is PR value divided by the campaign budget.

About Christmas

Christmas Day falls on 25 December and marks the Christian celebration of the birth of Jesus. It is a bank holiday across the UK and the peak of the year for retail, food and family stories. For brands and charities with something useful to say, it gives radio and TV producers a timely reason to book an interview.

Planning Christmas for 2026?

Christmas Day next falls on Friday 25 December 2026. Talk to the team about a broadcast PR campaign that gets your spokesperson on radio and TV.

Book a call with the team