PR ON THE GO August 3, 2023

Top of the Menu: Proven PR Tactics For Food & Beverage Brands

In this expert panel, we delve into the world of public relations and growth strategies specifically tailored for food and beverage brands.

Curious to uncover the secrets of successful promotion in this competitive industry, we turned to PR and growth experts and posed a critical question to them: what is one proven PR tactic for food and beverage brands?

The experts reveal PR tactics that can work for new food brands entering the market, as well as emerging trends in food and beverage PR that are worthy recommendations for entrepreneurs in the field.

So, grab a seat at the table and prepare to feast upon the knowledge that will elevate your food brand's PR game to new heights!

Visual Delights: The Key to New Food Brands' Social Media Success

Emily Reynolds-Bergh, R Public Relations

"When going to market with a new food product, I highly recommend designing eye-catching, shareable visual content! You can see this tactic work for new food brands like Fly by Jing and Daysie simple syrups. Not only are their visuals bright, vibrant, and make you “stop the scroll,” but they often include a recipe, a quirky setup, or something else visually interesting that encourages followers to save or share the image. Find creative ways to turn basic product photos into content people will want to revisit, and you can expect great results!"

Liquid Death's PR Playbook

Zachary Murray, Foreplay.co

"The one brand executing top-tier PR is Liquid Death, and their non-traditional approach can be a hack for other Food & Beverage brands. In the simplest sense, their PR playbook is to create shocking, unconventional content that entertains. Over-indexing on humor and doubling down on a niche punk-rock market with unconventional celebrity collabs birth unruly click-bait headlines that make writers salivate at the opportunity to write about them. The most notable campaigns to check out are the Martha Stewart Candle and Body by Bert exercise video series."

Get In People's Mouth Through Sampling

Hilary P Johnson, Hatch Tribe

"In short, the best PR tactic for food & beverage brands is to sponsor in-person events and set-up a sampling booth. Sampling puts your product in people's mouths, which is one of the best ways to convert someone into a buyer. This kind of experiential marketing is awesome at live festivals or events, where there is a shared brand equity between the brands. For example, a yoga festival is a great place for a Kombucha brand to show up, or a beef jerky brand would be a great fit at a NASCAR event."

Influencer Magic: A Proven PR Strategy for Food Brands to Flourish

Lana Gerton, LANA

"One of the proven PR strategies for food and beverage brands—one that we've personally seen success with-- influencer marketing! Teaming up with some fantastic influencers in the foodie community would make the results incredible. Their genuine enthusiasm for the brand will resonate with their followers, boosting the visibility and credibility in no time.

Now, can this tactic work for new food brands? Absolutely! In fact, it can be a game-changer for newcomers. Partnering with influencers lets you tap into their engaged audience, giving your brand an excellent head start in the market.

As for a trend in food and beverage PR, I'd recommend focusing on sustainability and social responsibility. We've noticed that consumers today care deeply about the impact of the brands they support. By highlighting your brand's sustainable practices and community involvement, you'll create a strong bond with your audience and build trust.

So, if you're starting a food and beverage venture, consider influencer marketing and weave sustainability into your PR strategy. It's a recipe for success"

Beyond the Label: The Power of Product Storytelling in Food & Beverage PR

Emily Onkey, Aplós

"Authentic storytelling continues to be a strong public relations strategy in the constantly changing food and beverage industry. This approach helps build brand loyalty and trust with consumers. But keep in mind that your product is an essential chapter in your brand story. Product storytelling is a powerful marketing technique that uses narratives and storytelling techniques to convey a product's value, purpose, and unique characteristics. It aims to evoke emotions in customers by tapping into their desires, aspirations, or pain points. In doing so, it humanizes the product making it relatable and tangible.

So present your product as being more than delicious, healthy, or craving-crunching. Bring it to life by showcasing its origin, how it's produced, or the people involved in making it. And highlight the impact it has on people's lives. Relate how it fulfills a desire, meets a need, or even changes a habit. These human elements add depth and authenticity, resonating with customers on a more intimate level."

Create A Truly Sustainable Product

Kirkland Gee, Perfect Extraction

"Coffee is a lifestyle, not just a way to wake up in the morning. Many coffee brands are moving towards sustainable practices to meet the demands of today's environmentally conscious consumers. These companies are making an effort to lessen the negative effects of coffee consumption on the environment by using compostable packaging and sourcing their beans from fair-trade farms.

A local San Francisco coffee company recently switched to packaging that is 100% compostable, demonstrating their dedication to sustainability. Additionally, they purchase their beans from fair-trade farms, which guarantees farmers receive fair wages and secure working conditions. This shift in the coffee industry toward sustainability is advantageous for business as well as the environment. Brands that prioritize sustainability will stand out as consumers become more aware of their purchases. Drinking coffee sustainably is the way of the future."

Experiential Magic: Engaging the Senses

Rafael Sarim Oezdemir, Zendog Labs

"Highlighting a successful PR strategy from the food and beverage industry, experiential marketing stands out. This strategy banks on engaging the senses of potential customers with experiences like pop-up shops and tasting events. The key to experiential marketing is that it allows customers to form connections with your product on a personal level. They get to taste, smell, see, and even share their experience on social media, enhancing word-of-mouth marketing.

This approach, despite being a traditional concept, has a strong appeal and effectiveness in today's competitive market. For new food and beverage brands, implementing experiential marketing can be highly effective. It can generate immediate buzz and helps in quickly establishing brand recognition.

A rising trend in the food and beverage PR space is the use of sustainability messaging. Modern consumers are becoming more environmentally conscious, so aligning your brand with sustainable practices can foster a positive public perception. This doesn't just mean using eco-friendly packaging, but also promoting local sourcing, reducing food waste, or supporting fair-trade practices. Showcasing your commitment to sustainability through PR could provide a competitive edge in today's market."

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