Trending PR Campaigns
The Dinner Decision Audit
Mumsnet analysed conversations from its eight million members and surveyed 1,000 mums to identify the biggest food concern: deciding what to cook. The research reframed healthy eating as a problem of mental load and affordability, rather than knowledge or motivation, giving the platform a timely story for food and parenting coverage.
Why it worked: It flipped the health narrative with proprietary community data showing “decision fatigue” and affordability—not education—drive dinner choices, contradicting industry assumptions.
The lesson: Consider mining your owned community or CRM for a counterintuitive blocker, then package it as a simple, quotable villain to reframe the issue.
Coverage over time
How this story spread across the media
| Publication | Headline | Date |
|---|---|---|
| thegrocer.co.uk | Mumsnet: meal planning decision fatigue is biggest food concern | Wednesday 16th September, 2026 |