Shout! Communications promoted industry body British Summer Fruits with their campaign around winter productivity in the workplace. The campaign warned of the dangers of ‘winter brain’, with over half of British workers admitting they feel less productive in the winter months according to new research.
Shout! Communications was tasked with securing national and regional radio coverage for the campaign. The media relations team worked hard for over a week aiming to get the best possible coverage for British Summer Fruits.
We were pitching two spokespeople for the story – food psychologist Dr Christy Fergusson and the Chairman of British Summer Fruits, Laurence Olins.
Although the research provided some good talking points the campaign did have its challenges. Broadcasters were concerned about the commercial branding and the fact they were talking about summer fruit in mid-winter. Although we were tasked with getting coverage on local as well as national radio there were no regional spokespeople or case studies; this was a particular deterrent for BBC stations.
Another issue was that the broadcast embargo was broken by online/print coverage and several stories appeared online before the radio day.
For this campaign, we secured 17 pieces of coverage in total. This included Sky News Radio, one regional BBC station and several commercial radio stations, reaching more than 4.3 million listeners in total.
