South Devon Chilli Farm turns up the heat in January

The brief

The farm wanted more people to know it as a sustainable British chilli grower. It also wanted listeners to think of it as the home of British chillies.

The angle

We pitched chillies as a family-friendly answer to the January blues. Fewer than one in two Brits would call themselves bold with spicy food, even though chillies are packed with vitamins A and C. A light, upbeat food story is exactly what a mid-morning or afternoon presenter needs in a gloomy month.

On air

One of the farm's directors spoke to the stations.

The result

The campaign delivered 11 items and 1 hour 33 minutes on air, reaching 2.2 million with a 15:1 return on investment. BBC Radio WM, BBC Radio Stoke, BBC Radio Nottingham and BBC Radio Shropshire were among the highlights.

Coverage highlights

• BBC Radio WMBBC radio
• BBC Radio StokeBBC radio
• BBC Radio NottinghamBBC radio
• BBC Radio LeicesterBBC radio
• BBC Radio Coventry and WarwickshireBBC radio
• BBC Radio DerbyBBC radio
• BBC Radio CambridgeshireBBC radio
• BBC Radio Hereford and WorcesterBBC radio
• BBC Radio ShropshireBBC radio

What the budget bought

Figures from the campaign's Relations Group coverage report. AVE is what the same airtime would have cost as advertising.