Around 120 million barbecues were held the year before, and the World Cup in South Africa gave the summer a fresh angle. To tie in, the National BBQ Association renamed National BBQ Week as National Braai Week and created 32 recipes inspired by the competing nations, and we built a broadcast PR campaign promoting the 14th National Braai Week around it. The association's president went on air for radio interviews, alongside on-air competitions, encouraging Brits to enjoy alfresco eating at home because staying in is the new going out. The campaign secured 57 items of radio coverage, 34 interviews and 23 on-air competitions, reaching 4.8 million, including Sky News Radio, BBC Radio Humberside and BBC Radio Bristol.
57Items of coverage (34 interviews and 23 on-air competitions)
4.8 millionCombined reach
4h 58mTime on air
Coverage highlights
Sky News RadioNational news network
BBC Radio HumbersideBBC radio
BBC Radio BristolBBC radio
The story
National BBQ Association, National BBQ Week
The aim
National BBQ Association wanted to promote the 14th National Braai Week alongside the World Cup and encourage Brits to enjoy alfresco eating at home.
The message
National Braai Week marks the start of the summer barbecue season and celebrates the South African tradition with a recipe for each World Cup nation. Staying in is the new going out.
The angle
To tie in with the World Cup in South Africa, the association renamed National BBQ Week as National Braai Week and created 32 recipes inspired by the competing nations. Around 120 million barbecues were held the year before.
On air
The association's president
The result
57 items of coverage (34 interviews and 23 on-air competitions) reaching 4.8 million, including Sky News Radio, BBC Radio Humberside, BBC Radio Bristol.
About National BBQ Week
A UK week that has run every summer since 1997 to encourage people to cook and eat outdoors. It is now operated by Grocerama Limited. It is aimed at barbecue fans, food brands and retailers. It gives producers a reason to cover the subject, and brands with a credible spokesperson a way onto radio and TV.
Planning National BBQ Week for 2027?
National BBQ Week next runs from Monday 31 May to Sunday 6 June 2027. Talk to the team about a broadcast PR campaign that gets your spokesperson on radio and TV.
