There are many reasons a brand may turn towards PR in helping them reach their business objectives. It may be because they have found themselves in a crisis situation and are in need of immediate crisis management. Or rather they need direction on how they can increase awareness for a new product line, increase visitors to their website or even direction on how they can tap into a new customer market.
Whilst the ways in which PR can positively benefit a brand are endless, we have summarised the five things PR can do, specifically for a food and drink brand.
1. Promoting a new service, product or venue
Food and drink brands often launch new services (such as home-delivery), a new product (such as a new cocktail menu) or even a new venue to increase bottom-line sales. However, alongside sales, these new launches can be great opportunities to re-engage with customers, enhance brand messaging and take over more market control.
Food PR can most certainly not only help with achieving all of this but can assist in developing the whole communication plan around said launch. Through our work with a London restaurant and bar group called Albion & East we successfully helped them debut their very first venue ‘Martello Hall’ in Hackney and then launch their second venue, Canova Hall, in Brixton.
Through each launch, we ensured there was consistency in the brand messages and calls to action being promoted. This resulted in media and consumers being able to immediately identify the second venue launch as an Albion & East brand; trusting the value of service they will receive whilst knowing what kind of a venue they will be stepping into. We’ve also worked on similar launches for No. Fifty Cheyne in Chelsea and Terra Terra in North London.
2. Reaching a new audience
Our client Ruth’s Little Kitchen, an award-winning baker and chef, became well-known and respected within her own circles within the Surrey area. Ruth turned to team Siren once she was ready to expand her brand outreach nationwide.
Through developing a series of Instagram Live videos, digital content creation and media outreach, we were able to support Ruth in reaching new audiences across the country. Siren placed stories in London centric newspaper Metro introducing Ruth to the city audience, whilst our coverage in foodie magazine Delicious promoted her baking and cooking services to an audience specifically interested in food and drink.
3. Positioning your brand
For every brand, positioning is of the utmost importance. When restaurant and cocktail bar No. Fifty Cheyne launched in London’s Chelsea area, they knew they wanted to be positioned as a reliable and welcoming local restaurant in which local residents would visit again and again, whilst becoming a food and drink destination for Londoners across the city.
The Siren team focused on engaging with local social media influencers from the area, from Chelsea-based mummy influencers to young professionals in Kensington. This resulted in locals across the area buying into No Fifty Cheyne as a local joint they would want to visit.
Positive reviews by leading London food critics such as David Sexton from The London Evening Standard, to Bill Prince from GQ magazine and Grace Dent from The Guardian immediately positioned No. Fifty Cheyne as a foodie must-visit.
4. Becoming an authority within the sector
Becoming a voice of authority within your industry is by no means an easy task – and yet, one that can impressively benefit your business. Our client Octavian, the leading storage facility and custodians of fine wine investment that store over 2 billion pounds worth of wine in their cellars, wanted to increase their own voice of authority within the wine sector.
Siren worked to secure thought-leadership led content pieces through secured interviews with key financial and business media such as internationally-renowned Robb Report, trade magazine Harper Wine and Spirits, Money Week and The Week. Thought-leadership content plays an important role when it comes to building authority within the food and drink sectors.
5. Increasing sales
Increasing immediate sales is what most consider to be the ultimate bottom line. As coronavirus hit, many restaurants, bars and F&B stores were forced to close shop. The online shopping business became increasingly saturated as businesses fought for customer retention. In these situations, food and drink PR could not be more important in getting your brand to be the one consumers choose to invest in.
Securing coverage in leading media titles that have both targeted and high outreach is key. Our secured coverage for The Cheddar Gorge Cheese Company helped them increase their sales and ultimately, keep their business running. Or in the case of Holy Island Gin, completely ran their stocks dry, forcing them to increase production.
For more examples of how PR can help your business, take a look at our in-depth food and drink case studies and client reviews.
If your food and drink business is in need of some PR magic, you can see our flexible short-term packages here, or get in touch with us.