Most of us mean to eat well, but a survey of 2,000 adults found 77% do not read all the nutritional values on food packaging, and 30% think eating unhealthily is easier because it is cheaper. For National Picnic Week, we turned those findings into a story about healthier picnics and put a nutrition enthusiast and father of three on air to talk listeners through simple choices, with Oloves as the healthy snack for parents and children. Alongside the radio interviews we ran on-air competitions, and the broadcast PR campaign secured 16 items of radio coverage, 8 interviews and 8 on-air competitions, reaching 1.1 million people, including Panjab Radio.
16Items of coverage (8 interviews and 8 on-air competitions)
1.1 millionCombined reach
1h 25mTime on air
The story
Oloves, National Picnic Week
The aim
Oloves wanted to raise awareness of the brand as a healthy snack alternative for both parents and children.
The message
Oloves is a healthy snack for parents and children: 50 calories, low in saturated fat, gluten free, packed with vitamin E and 100% natural.
The angle
A survey of 2,000 adults found 77% do not read all the nutritional values on food packaging, and 30% think eating unhealthily is easier because it is cheaper. 1 in 10 parents find it hard to prepare healthy lunches.
On air
A nutrition enthusiast and father of three
The result
16 items of coverage (8 interviews and 8 on-air competitions) reaching 1.1 million, including Panjab Radio.
About National Picnic Week
National Picnic Week is an annual UK week in June, created by Relations Group, that celebrates eating outdoors in the British summer with picnic tips, ideas and places to go. It has been part of the media calendar for over a decade and brands use it as a hook for seasonal stories. Stations plan their coverage of it in advance, which makes it a strong hook for a broadcast PR campaign.
Planning National Picnic Week for 2027?
National Picnic Week usually runs in mid June; the 2027 dates have not yet been announced. Talk to the team about a broadcast PR campaign that gets your spokesperson on radio and TV.
