Relations Group companyRetail and consumer brands · Valentine's Day 2026
Lovehoney rethinks Valentine's Day on radio
Lovehoney took a lighter, more honest look at Valentine's Day 2026 to BBC local radio. The research-led campaign secured 12 items of coverage with a combined reach of 1.3 million.
- Items of coverage
- 12
- Combined reach
- 1.3 million
- Time on air
- 1h 03m
Listen: BBC Radio WM, 5m 43s
The brief
Lovehoney wanted to lead the UK conversation on modern intimacy. It also set out to ease the pressure of a showy Valentine's Day.
The angle
According to the survey, 33% of Brits take Shrek's view and want nothing to do with Valentine's Day. More than half (54%) would rather have a quiet night in, and 67% value real intimacy over grand gestures. A cheeky, relatable statistic suits a breakfast or drive-time chat, and it keeps the topic broadcast-friendly.
On air
An experienced relationship expert spoke for Lovehoney.
The result
The campaign produced 12 items and 1 hour 3 minutes on air, reaching 1.3 million. BBC Radio WM, BBC Radio Essex, BBC Radio Nottingham and BBC Radio Cumbria were among the highlights.
Coverage highlights
- BBC Radio WMBBC radio
- BBC Radio EssexBBC radio
- BBC Radio NottinghamBBC radio
- BBC Radio Coventry and WarwickshireBBC radio
- BBC Radio CumbriaBBC radio
What the budget bought
| Campaign budget | £5,000 |
|---|---|
| Coverage delivered | £6,750 |
Figures from the campaign's Relations Group coverage report.
Brands in sensitive categories can still get onto BBC local radio if the angle is warm and the language is family-friendly.
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Want results like these?
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