From embracing a climatarianism lifestyle – which involves cutting down on carbon-intensive foods – to abiding by a nutritionally complete diet, consumer’s attitudes and needs are constantly evolving.
With this in mind, brands operating within the food sector must ensure they are consistently innovating and adapting their PR and social media strategies to stay relevant.
Whether it’s artificial intelligence, the newest TikTok trend or an increased fixation on health and wellness, brands should be aware of current and forecasted trends and consumer behaviours to ensure they stay ahead of the curve, stand out against competitors, and resonate with their target audiences.
But with fresh research suggesting that people’s attention spans are on the decline, how can brands ensure they are engaging and driving action from their key audiences?
One way is through a dedicated Food PR strategy that can engage new and existing audiences, build desirability and most importantly drive action.
Regardless of whether it’s a new product launch, an eco-friendly packaging update or even a collaboration with another brand, a hard-working media engagement strategy can provide just the lift-off required.
Over the years as a leading Consumer PR agency, we have accumulated a wealth of experience within the Food and Drink sector working with high profile clients such as plant-based giant Huel to wonky fruit infused sparkling water brand, DASH Water.
With this experience, we understand that some PR tactics work better than others in achieving quality coverage that is going to deliver tangible ROI. Below we have identified some of the key tactics that we have implemented for our clients in the Food and Drink space.
Creative storytelling
Whilst product placement, recipe inclusion and expert commentary are tried and tested routes to secure cut-through in the UK media, creative storytelling enables us to cement our clients at the heart of the news agenda, while finding unique ways to weave in their key messaging that highlights their USPs and why they are different to competitors.
Onboarding a team of specialist Food PR experts will enable your brand to constantly stay on the pulse of what is currently trending in the media and on social and spot opportunities to be reactive and capitalise on the conversation.
For example, when we worked with global brand, Huel our brief was to educate consumers to drive traffic and consumer purchase. One strand of our activity saw us work closely with our journalist contacts to proactively pitch angles that capitalised on trends such as Veganuary and rising food prices, to ensure Huel was front of mind for consumers.
Driving industry excitement
Another coverage-driving tactic that we’re well versed in, is engaging with top-tier journalists to build brand advocacy through regular gifting and product education sessions.
Offering journalists the opportunity to try new and exciting products is an effective way to secure media coverage by building brand trust and love through a ‘tried and tested’ experience that helps to educate them on the product and its USPs.
But before you begin sending journalists your latest product launch, you need to consider who it is you’re reaching out to. This is where we can help. As PRs, we spend a lot of time building and maintaining relationships with journalists, learning what they want in terms of news, topics, products, and delivering it to them in a way that will resonate with them, and their readers.
For example, when we were onboarded by DASH water to launch their two new flavours, Lime and Grapefruit, we sent bespoke approaches to the journalists we knew were most likely to try the drinks and cover them in reviews or round-up features – resulting in opportunities with Women’s Health, Sunday Express and the Daily Mail’s YOU Magazine to name a few.
Multi-channel approach
In addition to media coverage, one tactic that shouldn’t be undervalued is working with influencers to create content that builds brand advocacy and can be repurposed across owned channels – as 69% of consumers trust products recommended by them.
For example, when we worked with leading oat brand, MOMA, known for its range of on-the-go breakfast porridges and mueslis, we implemented a phased trade, consumer, and influencer strategy to launch their new chilled oat drink range to the masses.
Initially we targeted trade and consumer media to delivery a range of industry, news and taste test review features. Following this, we leveraged our network of food, health, and lifestyle content creators to deliver an organic influencer content that showcased how they create the perfect morning coffee with MOMA and use the oat drinks in their daily routines.
If you would like to discuss how a Food PR campaign could help bring to life the launch of a new product, get in touch today.