Reading together is one of the simple pleasures of family life: a study of 2,000 parents and children aged four to ten found 84% of parents love reading to their children and 35% wished they could read more. For World Book Day, we turned that study into a story for Sainsbury's and put a former Blue Peter presenter and mother of two on air across a radio day of interviews, talking about the special bond reading builds and Sainsbury's great value range of children's books and dress-up. The broadcast PR campaign secured 15 items of radio coverage reaching 1.5 million listeners, led by BBC Radio Lancashire.
Sainsbury's wanted to promote the value and range of children's books and dress-up in store around World Book Day.
The message
Sainsbury's is a one stop shop for children's books and quality dress-up at great value, helping bring children's imagination to life around World Book Day.
The angle
A study of 2,000 parents and children aged four to ten found 84% of parents love reading to their children, and 35% wished they could read more. Three in five (60%) said it gives them a special bond with their child.
On air
A former Blue Peter presenter and mother of two
The result
15 items of coverage reaching 1.5 million, including BBC Radio Lancashire.
More campaigns for Sainsbury's
Sainsbury's has come back to Relations Group for other broadcast PR campaigns:
World Book Day in the UK and Ireland is held on the first Thursday in March to encourage children to read. It is run by a registered charity, with National Book Tokens as the main sponsor, and children in full time education receive a book token. The UK event began in 1998. UNESCO's own World Book and Copyright Day is on 23 April. Stations plan their coverage of it in advance, which makes it a strong hook for a broadcast PR campaign.
Planning World Book Day for 2027?
World Book Day next falls on Thursday 4 March 2027. Talk to the team about a broadcast PR campaign that gets your spokesperson on radio and TV.
