National Picnic Week is one of the awareness days brands use to get on radio and TV. Relations Group has run 2 broadcast PR campaigns for it, for Oloves and National Picnic Week. The coverage ran to 122 broadcast items (96 interviews and 26 on-air competitions), heard by a combined audience of 7.5 million. Coverage included Panjab Radio and Northsound 2. Every campaign met or beat its coverage budget.
122Items of coverage (96 interviews and 26 on-air competitions)
7.5 millionCombined reach
7h 21mTime on air
103Distinct outlets
Coverage highlights
Panjab RadioOn-air competition
Northsound 2On-air competition
The campaigns
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.
New research for National Picnic Week found 39% of parents spend less than 15 hours a week with their children and 52% think children spend too much time on screens. 26% worry when their children play outside out of sight.
On air
A mother and the editor of a parenting website
The result
106 items of coverage (88 interviews and 18 on-air competitions) reaching 6.4 million, including Northsound 2.
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.
