Case study · Easter 2025

Everypaw

Relations Group ran a broadcast PR campaign for Everypaw around Easter 2025. A radio day of interviews put their spokesperson on air, securing 18 items of radio coverage with a combined audience of 2.6 million. Highlights included BBC Radio Essex, BBC Radio Norfolk and BBC Radio Three Counties.

Part of Easter on air →
18Items of coverage
2.6 millionCombined reach
2h 41mTime on air

Coverage highlights

Listen
BBC Radio Essex · 7m 36s
0:00 / 7m 36s
BBC Radio Norfolk · 7m 36s
0:00 / 7m 36s
BBC Radio Three Counties · 7m 36s
0:00 / 7m 36s

The story

Everypaw, Easter 2025

The aim
Everypaw wanted to give pet owners practical advice on keeping pets safe at Easter and position itself as an expert in pet insurance.
The message
Easter can be a dangerous time for dogs, as chocolate eggs, hot cross buns and spring bulbs are all potentially poisonous. Contact your vet immediately if you suspect your dog has eaten chocolate.
The angle
Everypaw Pet Insurance claims data showed Easter is one of the busiest times for pet poisoning, with chocolate ingestion, poisoning and toxicity claims up 75%, 110% and 160% on the quietest months and over £48,000 in treatment costs. Hot cross buns, spring flowers and fatty roasts add to the risks.
On air
A leading vet working with Everypaw
The result
18 items of coverage reaching 2.6 million, including BBC Radio Essex, BBC Radio Norfolk, BBC Radio Three Counties, BBC Radio Suffolk.
Budget £6,000Delivered £9,850Above budget 64%On air 2h 41mServices interviews

More campaigns for Everypaw

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

What the budget bought

£6,000
£9,850
£52,310
£156,931
26:1return on investment: PR value is 26 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 Easter

Easter is the main Christian festival, marking the resurrection of Jesus, and its date moves each year with the church calendar. In the UK, Good Friday and Easter Monday are bank holidays, making the long weekend a busy time for families, travel, food and retail. For brands and charities with something useful to say, it gives radio and TV producers a timely reason to book an interview.

Planning Easter for 2027?

Easter Sunday next falls on 28 March 2027, with Good Friday on 26 March and Easter Monday on 29 March. Talk to the team about a broadcast PR campaign that gets your spokesperson on radio and TV.

Book a call with the team