Healthy eating is a classic New Year resolution, so for Merchant Gourmet we pitched it as something bigger: a lifestyle change rather than a resolution. The broadcast PR campaign set out to raise awareness of the brand's healthy products and position them as the first choice alternative to traditional cereals and grains, with a healthy hamper of quinoa, freekeh and puy lentils offered to listeners as a competition prize. We combined radio and TV interviews with on-air competitions, securing 22 items of radio and TV coverage, 16 interviews and 6 on-air competitions, reaching 3.4 million people, including London Live.
22Items of coverage (16 interviews and 6 on-air competitions)
3.4 millionCombined reach
1h 56mTime on air
Watch the coverage
London Live
The story
Merchant Gourmet, New Year
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.
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.
