Relations Group companyRadio PR for retail and consumer brands
Consumer brands win on radio when they bring presenters a conversation worth having. Valentine's Day or a heatwave can start one. Even sensitive moments, such as a bereavement, can work when the brand offers genuinely useful advice.
We often pair your own team with an outside expert, such as a psychologist or a relationship expert. Add an on-air competition and your products can be given away with brand mentions on local stations.
Why radio works for consumer brands
Radio sits close to the moment people buy. Listeners hear it in the car on the way to the shops and at home while they browse.
BBC radio accounts for 42.6% of listening (RAJAR Q2 2026), and its stations carry no advertising. Editorial coverage is the only way a brand gets heard there.
Consumer angles that work on air
A twist on the seasonal story
Valentine's Day, Christmas and summer are themes producers plan around. Research that cuts against the expected story stands out in a crowded week.
Expert advice linked to your category
A psychologist on sleeping in a heatwave, or an expert on what different flowers mean, gives listeners advice and your brand a natural link.
Sensitive themes, handled gently
Awareness weeks on grief or wellbeing need a careful tone. The advice has to come first and the brand stays in the background.
Giveaways and competitions
Stations love prizes. An on-air competition puts your product in listeners' hands and your name in the presenter's script.
Retail and consumer brand campaigns on air
These three consumer brand campaigns secured 30 items of radio coverage, including Sky News Radio and BBC stations from the West Midlands to Cumbria.
Retail and consumer brands
Lovehoney
Valentine's Day 2026
- Items
- 12
- Reach
- 1.3 million
- On air
- 1h 03m
Retail and consumer brands
Bunches
National Grief Awareness Week 2025
- Items
- 12
- Reach
- 2.2 million
- On air
- 1h 37m
Retail and consumer brands
PANDA London
Summer 2026
- Items
- 6
- Reach
- 2.9 million
- On air
- 26m 49s
Questions we get asked
Will the presenter mention our brand?
Commercial stations are usually comfortable naming the brand behind the research or the expert. BBC stations are more careful, so the story has to work on its own merits, with your brand credited as the source.
Can we run a competition as well as interviews?
Yes. On-air competitions can run alone or alongside a radio day. You supply the prizes, and stations give them away on air and mention your brand as they do.
How quickly can a campaign go live?
It depends on the hook. A seasonal story needs pitching before producers fill their running orders, while a reactive story about the weather can move much faster.
Planning a retail and consumer brand radio campaign?
Book a call with Adam Cox, Chairman of Relations Group. Tell him what you want to get across and he will tell you honestly how radio could carry it.
or call 020 7158 0000