January sees millions detox after the festive season, with 55% of Brits resolving to lose weight and 49% planning to exercise. For National Detox Month, we linked that moment to a nation that drinks 165 million cups of tea a day and to research on tea's health benefits, positioning Choi Time as the UK expert on Chinese tea. A Chinese tea expert from Choi Time joined a radio day of interviews, talking listeners through how Chinese tea can contribute to a healthier lifestyle. The broadcast PR campaign secured 19 items of radio coverage reaching 1.1 million, including BBC Radio Stoke.
19Items of coverage
1.1 millionCombined reach
1h 29mTime on air
The story
Choi Time, National Detox Month
The aim
Choi Time wanted to secure presenter endorsement of Choi Time teas and position the brand as the UK expert on Chinese tea.
The message
Tea drinking is a national institution, and Choi Time is a leading voice on Chinese tea and how it can contribute to a healthier lifestyle.
The angle
January sees millions detox after the festive season, with 55% of Brits resolving to lose weight and 49% planning to exercise. Pitched alongside UK tea drinking of 165 million cups a day and research on tea's health benefits.
On air
A Chinese tea expert from Choi Time
The result
19 items of coverage reaching 1.1 million, including BBC Radio Stoke.
About National Detox Month
National Detox Month is a health and wellbeing theme for January, when people cut back after the excess of December and start new year resolutions. For brands and charities with something useful to say, it gives radio and TV producers a timely reason to book an interview.
Planning National Detox Month for 2027?
National Detox Month runs through January. Talk to the team about a broadcast PR campaign that gets your spokesperson on radio and TV.
