A third of Brits (33%) identify with Shrek and reject Valentine's Day altogether, according to new Lovehoney research. We built Lovehoney's broadcast PR campaign around that pushback against a performative Valentine's Day, with 54% preferring a low-key night in and 67% saying they would rather have genuine intimacy than grand gestures or rom-com moments. We put a TV and radio relationship expert on air across a radio day of interviews with a simple message: your Valentine's, your way, because real connection is not a performance. The campaign secured 12 items of radio coverage reaching 1.3 million listeners, including BBC Radio WM, BBC Radio Essex and BBC Radio Nottingham.
Lovehoney wanted to position itself as the UK's leading voice on modern intimacy and challenge the pressure of a performative Valentine's Day.
The message
Your Valentine's, your way: real connection isn't a performance, so focus on what genuinely feels good, whether that's intimacy with a partner, confidence on your own or opting out of the pressure.
The angle
New Lovehoney research found a third of Brits (33%) identify with Shrek and reject Valentine's Day, 54% prefer a low-key night in, and two-thirds (67%) would rather have genuine intimacy than grand gestures or rom-com moments.
On air
A TV and radio relationship expert
The result
12 items of coverage reaching 1.3 million, including BBC Radio WM, BBC Radio Essex, BBC Radio Nottingham, BBC Radio Coventry and Warwickshire.
More campaigns for Lovehoney
Lovehoney has come back to Relations Group for other broadcast PR campaigns:
Valentine's Day falls on 14 February, a Sunday in 2027. As well as gifting and dating, it gives radio and TV a reason to cover relationships, money and wellbeing in the week before. Stations plan their coverage of it in advance, which makes it a strong hook for a broadcast PR campaign.
Planning Valentine's Day for 2027?
Valentine's Day next falls on Sunday 14 February 2027. Talk to the team about a broadcast PR campaign that gets your spokesperson on radio and TV.
