Roughly one in six people have an allergy or intolerance to cows' milk and need an alternative. For Delamere Dairy's Food Allergy and Intolerance Week broadcast PR campaign, we made the case for goats' milk: nutritionally very similar to cows' milk, with comparable calcium, fat and protein levels, and easy to digest, so people with lactose intolerance tend to cope with it. We booked their spokesperson onto a radio day of interviews to talk listeners through a healthy, tasty alternative. The campaign secured 33 items of radio coverage reaching 6.6 million people, including talkSPORT, Downtown Radio and Cool FM.
33Items of coverage
6.6 millionCombined reach
2h 39mTime on air
Coverage highlights
talkSPORTNational radio
Downtown RadioCommercial radio
Cool FMCommercial radio
The story
Delamere Dairy, Food Allergy and Intolerance Week
The aim
Delamere Dairy wanted to raise awareness of milk allergies and intolerances and position goats' milk as a healthy, tasty alternative to cows' milk.
The message
Goats' milk is nutritionally very similar to cows' milk, easy to digest, and a tasty alternative for people with a cows' milk allergy or intolerance.
The angle
Roughly one in six people have an allergy or intolerance to cows' milk and need an alternative. Goats' milk is nutritionally very similar, with comparable calcium, fat and protein levels, and is easy to digest, so people with lactose intolerance tend to cope with it.
The result
33 items of coverage reaching 6.6 million, including talkSPORT, Downtown Radio, Cool FM.
About Food Allergy and Intolerance Week
A week run by Allergy UK, the national allergy charity, to raise awareness of food allergy and intolerance. It ran in late January in the mid-2000s. Allergy UK now runs a wider Allergy Awareness Week each April, which ran from 20 to 26 April in 2026. Stations plan their coverage of it in advance, which makes it a strong hook for a broadcast PR campaign.
Planning a campaign around Food Allergy and Intolerance Week?
Talk to the team about a broadcast PR campaign that gets your spokesperson on radio and TV.
