32% of people want the source of their food shown on the menu, and 38% think restaurants should support more local suppliers. To coincide with British Food Fortnight, we turned that new research from Dobbies into a call for clearer menu provenance, in support of British and Irish farmers. Dobbies' chief executive went on air across a radio day of interviews, making the case that sourcing locally helps maintain farmland and green spaces and gives a clearer picture of how animals are reared, from farm to fork. The broadcast PR campaign secured 20 items of radio coverage reaching 2.2 million listeners, including Sky News Radio and BBC Radio Cambridgeshire.
20Items of coverage
2.2 millionCombined reach
1h 48mTime on air
The story
Dobbies, British Food Fortnight
The aim
Dobbies wanted to raise awareness of Dobbies Garden Centres and call for better menu transparency in support of British and Irish farmers.
The message
Dobbies believes menus should show clearly where meat dishes come from. Sourcing locally helps maintain farmland and green spaces and gives a clearer picture of how animals are reared, from farm to fork.
The angle
New research from Dobbies to coincide with British Food Fortnight found 38% think restaurants should support more local suppliers and 32% want the source of their food shown on the menu. Dobbies called for clearer menu provenance.
On air
Dobbies' chief executive
The result
20 items of coverage reaching 2.2 million, including Sky News Radio, BBC Radio Cambridgeshire.
More campaigns for Dobbies
Dobbies has come back to Relations Group for other broadcast PR campaigns:
British Food Fortnight is a two week autumn celebration of British food and drink, run by the social enterprise Love British Food. It was founded in 2002 in response to the foot and mouth crisis and encourages schools, pubs, care homes, retailers and communities to back British farmers and producers. For brands and charities with something useful to say, it gives radio and TV producers a timely reason to book an interview.
Planning British Food Fortnight for 2027?
British Food Fortnight usually runs for two weeks from late September into October; 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.
