FMCG Marketing

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Grapevine is an FMCG marketing agency with more than 20 years’ experience in the food and beverage industry. We have cultivated a reputation as an agency that delivers outstanding outcomes for our clients. We specialise in integrated marketing campaigns that incorporate PR, social media, events and content creation that deliver the types of ROI that other agencies would say is not possible.

We’re Experts in FMCG Marketing

An integrated marketing strategy is critical in getting your FMCG brand to stand out in a competitive market. We are a highly experienced team with our finger on the pulse. We work with food and beverage businesses to raise brand awareness and increase sales through bespoke marketing strategies focussing on PR, social media, events and content creation.

FMCG Services

We offer a range of specialised marketing services that we tailor to grow your brand in market.

Influencer Marketing

Grapevine takes a rigorous, data-led approach to influencer marketing, working with trusted creators who consistently deliver high-performing content.

Social Media

We manage all aspects of a brand’s social media presence from strategy to community management and complex advertising strategies.

Content Creation

We produce images, videos, recipes and other graphics to create stunning visual representations of your food and beverage brand, paired with punchy content that resonates.

Product Launches

We can tell you where your dollars are best spent to reach the most eyeballs in a memorable way for your FMCG product launch.

Retail Media

When it comes to the creative, content is king and here at Grapevine we take a unique approach to the creative where we see it from the consumer’s lens.

PR Services

We help FMCG brands strategically and effectively communicate their offering through media and influencer relations.

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Customised FMCG Marketing Strategies

Our bespoke marketing strategies are tailored to each brand’s needs. This fully customisable approach enables us to pinpoint the most effective marketing solution for your brand based on our 20 years’ of experience in the food and beverage industry. We are results-focused and have a solid record of growing emerging brands into supermarket leaders on very conservative budgets.

Grapevine’s Success Stories and Testimonials

Over 20 years we have worked with leading food and beverage brands including Carman’s, Emma & Tom’s, Grill’d, Jalna and more.

"We have worked closely with Chelsea since 2007, both here in Australia and overseas. I could not recommend Chelsea’s services more highly. She is very proactive and has a wonderful ability to find the right angle. She has a genuine talent for PR."

"Dealing with Chelsea and the team at Grapevine was always a fulfilling and pleasurable one. The key difference I found with Grapevine is that rather than signing up your business to an owner and then being handed to a junior account manager, Chelsea consistently ensured that the overall strategic direction and account management was always her individual priority. Furthermore, the team always ensured they provided a realistic view of campaign deliverables from the initial briefing, offering up innovative and creative solutions to generate coverage and ultimately ensuring that there were no surprises when the activity was in market. Chelsea is also masterful in media relations for both proactive and reactive / crisis matters – providing a cool, calm head capable of a managing major campaigns with ease. If you need a passionate, professional and pleasurable team to deal amazing results for your business, you can’t go past Chelsea and the Grapevine team."

"OneHarvest worked with Grapevine on a six month-long campaign for the launch of our Love Beets range of products. We were absolutely delighted with the strategy they developed for us, the results they generated and the way they worked with us to get the most out of the campaign. They present very professionally, have outstanding media relationships, particularly in the food area, and a great knowledge of how the media and media landscape works. Nothing is too much trouble and we loved the way that they were flexible when we threw curve balls into the campaign plan, while still being firm in their recommendations, so as to maximise outcomes. We would use them again without hesitation."

"Vitasoy worked with Grapevine in order to execute the Melbourne International Coffee Expo trade show. The event was a huge success and the stand looked brilliant. The event would not have been possible without Grapevine. Grapevine quickly understood the Vitasoy brand- who we stand for, our values, goals, challenges etc., and promptly turned these into tangible ideas and recommendations for the trade show. Grapevine was fast to adapt to our budget and turned around everything we required on time, in light of an accelerated timeline. They are very well-connected in the Food and Beverage industry and as a result are able to reach many key media partners. We would definitely work with them again for future events."

"We have worked with Chelsea since 2009 with a remarkable success rate. In this time she has presented Emma & Tom’s to media on many occasions. She has brought proactive ideas to us and gone on to execute them with editorial appearing where it was intended. She works to create opportunities and to nail them down. She really understands brands and how to present them."

"Grapevine had been highly recommended to Pic’s but what did it for us was their list of clients, who we felt held similar values and ambitions as companies to us, a true testament to Grapevine’s work. It has been a massive move tackling the Australian market and managing expectations of being a kiwi brand (who uses Australian peanuts) in regards to PR – It is one of our most important aspects of our marketing mix. Grapevine came on board, got what we needed, have been on point with messaging and advice, introduced us to an extensive list of media and have adapted plans as we’ve gone. They have been laying some strong groundwork for Pic’s that we hope to build on big time as we grow."

"Our communications team has been working with Grapevine since 2010, in which time Aussie Farmers Direct has developed a strong media presence across a diverse range of topics. Thanks to Chelsea’s solid relationships with key Australian news and food journalists, teamed with a unique understanding of the media, Aussie Farmers Direct has been positioned as a trusted advisor in the media and is now a go-to for commentary on issues regarding retailing, agriculture and Australian food manufacturing."

FAQs: FMCG Marketing

What sets a specialist FMCG marketing agency apart from a generalist agency for a brand of our scale?

Two decades focused exclusively on supermarket brands means we already understand your category dynamics, retailer landscape and consumer ecosystem. For established brands, this translates to sales driven results paired with a seamless way of working together. This is not our first rodeo.

What does a typical annual marketing investment look like for a mid to large FMCG brand?

If you want to see solid sales results in supermarkets across the country then it’s going to take upwards of a few hundred thousand. The most effective allocation combines influencer partnerships, an always-on social and content engine, and strategic digital amplification.

How do you measure ROI on integrated FMCG marketing campaigns?

The ultimate measurement is to look at scan data and ranging outcomes, the tier below this reports on the number of consumers reached, engagement levels and paid media efficiency. Give us your last agency’s report and we’ll beat it, we’re the best FMCG agency in Sydney.

Can you support a brand through a Coles or Woolworths range review?

Absolutely, this is one of the most common reasons brand teams engage us. We build omnichannel pre-review momentum across PR, influencer, social and experiential so the brand walks into the buyer meeting with demonstrable consumer pull. We recommend starting six months out.

How do you structure the working relationship with an in-house brand or marketing team?

We integrate as an extension of your team – we’re really hands on and hold very personal relationships with our clients. Senior strategic leadership stays involved on every account, with a dedicated account lead day to day and experienced talent bolted onto the project depending on the various marketing elements involved across eventing, influencer partnerships, PR etc.

Which channels deliver the strongest return for established FMCG brands right now?

PR remains the highest earned media leverage for brands with a credible story. Influencer engagement is delivering exceptional results when matched correctly. TikTok offers significant first mover advantage. Social advertising amplifying organic content is consistently efficient.

Digital dominance in FMCG

We will amplify your brand’s digital presence to reach a wide target audience with compelling messaging that resonates. Studies show people spend an average of 2.5 hours a day on social media, which means a strong digital presence is imperative for FMCG brands to grab the attention of their target market.

Deep dive to work out what you need and the best next steps.

Internal strategy workshop to develop the strategy.

Strategy refinement

Presentation of your bespoke marketing strategy based on our decades of food and beverage experience working with brands just like yours.

Engagement and Conversion Focus

Our marketing strategies are designed to engage your target audience and, ultimately, convert brand interest to sales. Our campaigns feature compelling messages, engaging visuals and strong call to actions.

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Start your FMCG Marketing journey with Grapevine

Let’s have a chat today about your marketing needs.

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Sydney

FAQs: Your Questions Answered

How do we get started? First we get to know you and your brand. We want to understand your needs and wants, your challenges and opportunities. From there we conduct our own research and then develop a comprehensive strategy to take your brand to the next level.

What does the initial engagement process look like?

Following a set brief and budget, we will put together a customised strategy that’s tailored to your needs as part of a series of meetings where crystalise the best strategy for your brand across PR, Social Media, Influencer Relations, Content and Advertising.

Do you charge for your strategy service?

Yes we charge a nominal amount for our strategies that is a loss leader against the costs of our expert staff working on a bespoke strategy for your brand. If you sign on with us to deliver the campaign the cost of the strategy becomes a discount against the campaign fees, if not, then you own the copyright to execute the ideas as you see fit.

What marketing channel offers the best budget ROI for FMCG brands?

In our experience you can’t go past traditional bread and butter PR, however we’re also seeing very strong metrics on our influencer engagement campaigns, as well as our social media advertising programs.

What detail should an FMCG brief entail?

The brand positioning, goals of the exercise, an idea of what specific outcomes you are looking for, your target audience, your brands distribution channels, marketing activities that have and have not worked in the past, the decision making process to move forward and what are the long-term goals of the business overall.

Do you help support supermarket listings?

We are often asked to create a strategy for a supermarket buyer presentation/range review. We offer a dedicated strategic service for this exact purpose offering an omnichannel approach across PR, social media, influencers, advertising, experiential and everything in between. What’s more, we know what works (and what doesn’t) and we bring two decades of industry knowledge to the table to make the biggest impact possible.

What marketing activity offers the best ROI?

We have done a lot of analysis work for clients over the years and hands down PR offers the best bang for buck. Influencer marketing can also be very effective, as can social media advertising and management, however of course it depends on the brand and the business goals, and we take all of that into account as part of our strategy offering.

How far in advance do you need to be briefed?

As early as possible, ideally we would begin six months ahead of the supermarket launch date in order to undertake the strategic deep dive and begin reaching out to long lead media, talking to brand ambassadors etc.

How much budget do I need to work with Grapevine?

We offer a range of services for budgets ranging from $20k to $20M. It’s best to finalise internally the campaign budget and brief so that we can ensure that our recommendations are right for the scale of the investment. It’s kind of like shopping for an engagement ring, the jeweller is going to recommend very different solutions for different customers, so it’s best to start with a predetermined budget and a set of clear goals and outcomes and work back from there.