Lidl
Lidl: Batch from Scratch
Date
February, 2025
Client
Lidl
Category
Consumer Brands & Food/Beverage
The result
Pieces of broadcast coverage
Reach
Downtime – not a single interview missed due to travel or tech issues
Challenge
In February 2025, Lidl partnered with Channel 4 for the launch of Batch From Scratch: Cooking for Less, a brand-new series hosted by Celebrity MasterChef finalist Joe Swash and batch cooking expert Suzanne Mulholland (aka The Batch Lady).
The show, tackled the rising cost of living head-on — giving real families across the UK practical tools to batch cook on a budget and organise their homes to take the stress out of mealtimes.
Broadcast PR strategy and activation
News generation and media sell-in
Media training and spokesperson preparation
Our Approach? Maximum Coverage, Minimum Disruption.
There was just one catch: Joe and Suzanne were booked for a live appearance on Loose Women, and had to be in hair and make up by 10:50 AM sharp.
That meant any interviews before then had to be tight, efficient, and logistically bulletproof.
So instead of shuttling talent across London between media appearances and losing valuable airtime in traffic, we built a plan that worked smarter — not harder.
The Solution: The Pop-Up Radio Studio
BF Media set up a fully equipped broadcast studio in a hotel just a stone’s throw from ITV Studios.
From 7:00 AM to 10:45 AM, we turned that suite into a live radio engine room — seamlessly dialling in stations across the country. Joe and Suzanne gave interview after interview, delivering Lidl’s message to listeners from Liverpool to Luton without setting foot in a car.
Then, with minutes to spare, they walked across the street to the Loose Women studio, arriving cool, calm, and on time for hair and makeup.
