Almost half of Brits (45%) want to kickstart the New Year with a healthier diet, but a fifth have no idea where to start and 9 in 10 fail to stick to it. With around 3 million believing supplements can replace a healthy diet, we built THERA Nordic's broadcast PR campaign around a simple message: supplements are no quick fix, and most of our nutrition should come from food. A nutritionist and director of THERA Nordic went on air across a radio day of interviews, explaining why getting gut health right, starting with a high fibre diet and plenty of water, is the best first step to a healthier year. The campaign secured 8 items of radio coverage reaching 2.5 million.
THERA Nordic wanted to be positioned as nutrition experts and a next generation gut health brand in the UK.
The message
Most of our nutrition should come from food, with supplements second to a good diet. Getting gut health right, starting with a high fibre diet and plenty of water, is the best first step to a healthier year.
The angle
Almost half of Brits (45%) want to kickstart the New Year with a healthier diet, but a fifth have no idea where to start and 9 in 10 fail to stick to it. With around 3 million believing supplements can replace a healthy diet, nutritionists warned they are no quick fix.
On air
A nutritionist and director of THERA Nordic
The result
8 items of coverage reaching 2.5 million.
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.
