Acidic soil for certain.

I think that Cumbria is naturally acid (the soil, that is) so it could go straight into the ground. If you plan to grow it in a pot then buy ericaceous compost. Probably wouldn't hurt to dig a bit into the soil if you are planting in the ground.

Many thanks Kildermorie and Bulbaholic, I have been and bought ericaceous compost, hope to get better results. regards Rachel