Awareness moment · February or early March (47 days before Easter)
Pancake Day on air
Pancake Day 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 the happy egg co. and Abra-Ca-Debora Pancakes. The coverage ran to 49 broadcast items (32 interviews and 17 on-air competitions), heard by a combined audience of 4.3 million. Coverage included BBC Radio Norfolk, BBC Radio Humberside. Every campaign met or beat its coverage budget.
49Items of coverage (32 interviews and 17 on-air competitions)
4.3 millionCombined reach
4h 26mTime on air
42Distinct outlets
Coverage highlights
BBC Radio NorfolkBBC radio
BBC Radio HumbersideBBC radio
The campaigns
Abra-Ca-Debora Pancakes, Pancake Day
The aim
Abra-Ca-Debora Pancakes wanted to raise awareness of Abra-Ca-Debora pancakes for Pancake Day and position them as the fuss-free choice for busy mums.
The message
Enjoy delicious, fuss-free pancakes with the topping of your choice. They work as a meal, snack or dessert, sweet or savoury, and are the pancake of choice for busy mums this Pancake Day.
The angle
Pitched ahead of Pancake Day as the fuss-free answer for busy families: ready-made sweet and savoury pancakes, offered in a Pancake Day hamper with toppings. Listeners only had to heat them and add their favourite filling.
The result
29 items of coverage (12 interviews and 17 on-air competitions) reaching 3.0 million, including BBC Radio Humberside.
the happy egg co. wanted to promote its partnership with a MasterChef winner and get listeners excited about cooking with eggs this Pancake Day.
The message
Eggs can do far more than boiling, frying, scrambling and poaching, and Pancake Day is the perfect time to start cooking with them again. The brand is fun, with a real focus on quality and welfare.
The angle
As Pancake Day approached, a new study found eggs contain 13% less cholesterol and 64% more vitamin D than thought a decade ago. A survey found many Brits find cooking eggs tricky, with 27% struggling to boil one.
On air
A MasterChef winner working with the brand
The result
20 items of coverage reaching 1.3 million, including BBC Radio Norfolk.
Pancake Day, formally Shrove Tuesday, is the day before Ash Wednesday and the start of Lent. It is traditionally marked by eating pancakes to use up rich foods before the fast, and it is observed across the UK with pancake races and charity events. It has no single organiser. It gives producers a reason to cover the subject, and brands with a credible spokesperson a way onto radio and TV.
Planning Pancake Day for 2027?
Pancake Day next falls on Tuesday 9 February 2027. Talk to the team about a broadcast PR campaign that gets your spokesperson on radio and TV.
