The January blues hit plenty of households, so South Devon Chilli Farm invited families to beat them with chillies. For International Hot and Spicy Food Day, we built a broadcast PR campaign around a surprising gap: fewer than half of Brits say they are adventurous with spicy food, yet chillies are rich in vitamins A and C. We put a director of the farm on air across a radio day of interviews, talking listeners through family-friendly chillies, from mild to fiery, grown sustainably in the UK and powered by 100% renewable energy. The campaign secured 11 items of radio coverage reaching 2.2 million people, including BBC Radio WM, BBC Radio Stoke and BBC Radio Nottingham.
11Items of coverage
2.2 millionCombined reach
1h 33mTime on air
Coverage highlights
BBC Radio WMBBC radio
BBC Radio StokeBBC radio
BBC Radio NottinghamBBC radio
BBC Radio LeicesterBBC radio
BBC Radio Coventry and WarwickshireBBC radio
BBC Radio DerbyBBC radio
BBC Radio CambridgeshireBBC radio
BBC Radio Hereford and WorcesterBBC radio
BBC Radio ShropshireBBC radio
Listen
BBC Radio WM · 9m 54s
0:00 / 9m 54s
BBC Radio Cambridgeshire · 8m 07s
0:00 / 8m 07s
The story
South Devon Chilli Farm, International Hot and Spicy Food Day
The aim
South Devon Chilli Farm wanted to raise its profile as the UK's leading sustainable chilli producer and the home of British chillies.
The message
South Devon Chilli Farm grows diverse, family-friendly chillies, from mild to fiery, sustainably in the UK and powered by 100% renewable energy.
The angle
This International Hot and Spicy Food Day, South Devon Chilli Farm invited families to beat the January blues with chillies. Fewer than half of Brits say they are adventurous with spicy food, yet chillies can boost metabolism, support weight loss and are rich in vitamins A and C.
On air
A director of South Devon Chilli Farm
The result
11 items of coverage reaching 2.2 million, including BBC Radio WM, BBC Radio Stoke, BBC Radio Nottingham, BBC Radio Leicester.
About International Hot and Spicy Food Day
International Hot and Spicy Food Day falls on 16 January and celebrates chilli and spicy food from around the world. It has grassroots origins with no single organiser and is mainly used by restaurants, food brands and retailers. Stations plan their coverage of it in advance, which makes it a strong hook for a broadcast PR campaign.
Planning International Hot and Spicy Food Day for 2027?
International Hot and Spicy Food Day next falls on Saturday 16 January 2027. Talk to the team about a broadcast PR campaign that gets your spokesperson on radio and TV.
