Case study · New Year 2016

Merchant Gourmet

Relations Group ran a broadcast PR campaign for Merchant Gourmet around New Year 2016. Interviews and on-air competitions put the brand on air, securing 22 items of radio and TV coverage (16 interviews and 6 on-air competitions) with a combined audience of 3.4 million. Highlights included London Live.

Part of New Year on air →
22Items of coverage (16 interviews and 6 on-air competitions)
3.4 millionCombined reach
1h 56mTime on air

Coverage highlights

The story

Merchant Gourmet, New Year 2016

The aim
Merchant Gourmet wanted to raise awareness of its healthy products and position it as the first choice alternative to traditional cereals and grains.
The angle
With New Year resolutions in mind, healthy eating was pitched as a lifestyle change rather than a resolution, using a healthy hamper of quinoa, freekeh and puy lentils as a radio competition prize.
The result
22 items of coverage (16 interviews and 6 on-air competitions) reaching 3.4 million, including London Live.
Budget £2,500Delivered £4,100Above budget 64%On air 1h 56m

What the budget bought

£2,500
£4,100
£23,325
£69,975
28:1return on investment: PR value is 28 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 New Year

New Year's Day on 1 January marks the start of the calendar year and is a bank holiday across the UK. The days around it bring stories about resolutions, health goals and fresh starts, and the celebrations on New Year's Eve. Stations plan their coverage of it in advance, which makes it a strong hook for a broadcast PR campaign.

Planning New Year for 2027?

New Year's Day next falls on Friday 1 January 2027. Talk to the team about a broadcast PR campaign that gets your spokesperson on radio and TV.

Book a call with the team