Case study · Love Your Gut Week 2022

Chuckling Goat

Relations Group ran a broadcast PR campaign for Chuckling Goat around Love Your Gut Week 2022. A radio day of interviews, plus TV, put their spokesperson on air, securing 18 items of radio and TV coverage with a combined audience of 3.9 million. Highlights included BBC Radio Scotland, Radio News Hub and That's TV Scotland.

18Items of coverage
3.9 millionCombined reach
2h 26mTime on air

Coverage highlights

Listen
That's TV Scotland · 1m 27s
BBC Radio Scotland · 9m 42s
0:00 / 9m 42s
BBC Radio Devon · 15m 57s
0:00 / 15m 57s
Radio News Hub · 6m 10s
0:00 / 6m 10s

The story

Chuckling Goat, Love Your Gut Week 2022

The aim
Chuckling Goat wanted to position Chuckling Goat as the go-to gut health expert and explain its 12 Weeks to Gut Health Programme.
The message
Improving your gut health can do more than relieve painful digestive issues: it also supports mental health, healthy ageing, better skin, more energy, fewer allergies and less joint pain.
The angle
IBS affects around 1 in 20 people in the UK and 86% of British adults suffer a gut problem over a year, yet 41% never see a GP. Chuckling Goat challenged the UK to take its 12 Weeks to Gut Health Challenge, built on microbiome testing, kefir and nutritional therapy.
On air
An NHS GP and best-selling author
The result
18 items of coverage reaching 3.9 million, including BBC Radio Scotland, Radio News Hub, That's TV Scotland, BBC Radio Lancashire.
Budget £10,000Delivered £10,750Above budget 8%On air 2h 26mServices interviews, spectrogram

More campaigns for Chuckling Goat

Chuckling Goat has come back to Relations Group for other broadcast PR campaigns:

What the budget bought

£10,000
£10,750
£53,849
£161,547
16:1return on investment: PR value is 16 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 Love Your Gut Week

Love Your Gut Week is a brand-led campaign run by Yakult UK, in association with Guts UK, St Mark's Hospital Foundation and the Primary Care Society for Gastroenterology. It is an annual digestive health campaign that encourages people to learn about and look after their gut. It gives producers a reason to cover the subject, and brands with a credible spokesperson a way onto radio and TV.

Planning Love Your Gut Week for 2027?

Love Your Gut Week usually runs in mid-September; the 2027 dates have not yet been announced. Talk to the team about a broadcast PR campaign that gets your spokesperson on radio and TV.

Book a call with the team