This sector has never been more competitive. So, these days, food and drink PR activity is a must-have rather than a nice-to-have if you want to see off the competition. You may be a food product manufacturer fighting to be chosen as a TV chef’s ‘newly discovered’ ingredient. Or a brand jostling for shelf space for your newly launched food or drink product. Or a manufacturer in a crowded market looking to get into a particular retail group.
As someone who has worked with food and drink sector clients for nearly 20 years, I know that a highly targeted food and drink PR campaign is the best way to showcase your products and get them flying off the shelves.
Successful food and drink PR activity is all about timing. Getting those seasonal food and drink stories to the monthly glossies at the right time is as important as finding an interesting angle for your product. So I use all my skills and experience in the UK food and drinks industry to get you the coverage and results you want, whether that’s a boost in brand awareness or an increase in sales.
“PR Superstar – you are awesome! Jill makes your PR experience truly enjoyable and the fact she adds such a personal touch and has endless amounts of energy, passion and drive really does show in the fantastic return you receive.” – Scott Campbell, Managing Director, Wolfpack Lager
What to expect from a food and drink public relations campaign
Because I understand the food and drinks industry so well, I know what makes a good story and I know the people that matter. I use all my consumer and trade press contacts to get you maximum coverage, and I work with retail experts, celebrity chefs, committed foodies and social media influencers to put you on the culinary map.
My food and drink PR services include:
- Outstanding media relations: Using a network of editors, writers, journalists and producers at a national and international level, as well as bloggers, podcasters and industry influencers, I secure food PR coverage in all the key places from FT Weekend and Observer Food Monthly, to Waitrose Food and Good Food magazines, and Sunday Brunch to Saturday Kitchen
- Unbeatable content: Crafting smart and compelling news releases, articles and pitches about food and drink products and services that are timely, relevant and insightful, and ensuring your key messages are communicated clearly
- Social media management: Using social media messaging across various platforms from Instagram to TikTok to raise the profile of your food and drinks business to expand your network and ensure you’re part of the conversation
- Media training: Making sure founders or the senior management team are confident and informed when being interviewed in the press or on TV
- Speaking engagements: Organising speaking opportunities and ensuring you and your team are fully prepared
- Industry awards: Applying to and entering industry awards in order to raise your profile
- Thought leadership: Establishing you and your team as experts, innovators and pioneers in the food and drinks sector through white papers, podcasts, conferences, round tables, articles and guest posts
- Trade show planning: Ensuring consistent and engaging messaging at all touchpoints
- Events and product launches: Helping you launch new food and drink products or services.
“A food and drinks PR campaign is key for building relationships with your customers, and with the media and the industry at large. It’s a long-term investment that leads to a boost in sales, customer loyalty and a strong brand reputation.” – Jill Kent, PR Superstar
Food PR agency London
The food and beverage scene is booming across the UK. But London, in particular, has an enormous number of pop-up food stalls, street food outlets, farmers’ markets and food and drink events.
London also has an army of foodie Instagrammers, TikTokers and social media influencers who are only too eager to share the next big thing. As a London food PR agency, I’m best placed to secure interviews with London-based publications, organise events in the Capital, and garner interest from London’s most sought after influencers.
Food and drink PR success stories
When the owners of Wolfpack Lager, Alistair Hargreaves and Chris Wyles, former rugby pros turned entrepreneurs, needed a drinks public relations expert to launch their product, I was called in to handle their whole PR campaign. I arranged for journalists and photographers to join the guys for a few relaxed pints of Wolfpack Lager at various pubs near their London offices. And as a result, I secured coverage in the likes of The Sun, Metro, Mail Online, The Sunday Times and The Daily Telegraph. Read more.
I was signed by York-based online retailer, UK Juicers to secure expert reviews, arrange product placements and build high authority backlinks to drive traffic to their website and improve their organic rankings. To maximise PR opportunities, I targeted media across a range of relevant lifestyle sectors, as well as the UK national mass media. To date, I’ve secured outstanding media coverage from the likes of The Financial Times and The Times to Men’s Health and Wired. Read more.
I was also hired by Clockjack’s founders, Jerry Goldberg and Fraser Duncan, who were looking for a London food PR agency to raise awareness of their new delivery-only, ethically-reared, free-range rotisserie chicken start-up. Coverage included GQ, The Sunday Telegraph and BBC News, as well as City of London publications like The Wharf, City AM and Square Mile. Read more.
Gluten-free pasta and pizza entrepreneurs, Matteo Ferrari and Nick Croft-Simon, approached me to handle their food PR activity and I was tasked with raising White Rabbit’s profile outside of the specialist vegan and gluten-free press in the UK. Launched during COVID, this campaign included ‘care packages’ of delicious pizzas delivered to journalists, as well as Zoom interviews with Teo and Nick. PR highlights included interviews with Sky News and BBC News, as well as profile pieces on the pair in multiple national newspapers, from The Daily Mail to The Daily Telegraph. Read more.
How can food and drink PR activity help you and your business?
I get you into the places that matter
