Deep dive to work out what you need and the best next steps.
We’re the best in the game when it comes to FMCG PR. Food and drink is our bread and butter and we have developed a reputation with the media as a PR agency that delivers. Every. Single. Time.
We have more than two decades of food and beverage PR experience, working with FMCG clients selling everything from mangoes to muesli, beer to burgers and everything in between. When you work with us you know you’re getting an agency with cutting-edge media intelligence paired with sharp pitching and strong relationships that result in successful campaigns that resonate.
Grapevine PR is an agency that specialises in the food and wine industry. We help challenger brands strategically and effectively communicate their offering and unique value proposition to generate awareness and, ultimately, increase sales. Our team is skilled, creative and agile, with a knowledge of the media landscape that is second to none. We will work with your brand to tailor a strategic PR campaign that meets the unique challenges and opportunities in the food and drink industry.
Grapevine PR offers a range of PR services to help FMCG brands communicate their values and promote their products to a wider audience. We have offices in Melbourne and Sydney and work with clients all over the world.
We know who the right contacts are, what they want and how to get your product in their hands. We tailor our pitching to make it as enticing as possible for the media to promote your product to their audience.
We have worked on FMCG product launches for more than two decades and can tell you where your dollars are best spent to reach the most eyeballs in an effective way.
Whether it’s a launch party or a corporate conference, a trade show or an intimate dinner, we know how to run events that get people talking about your product.
We have strong relationships with content creators across Instagram, Facebook and TikTok who we work with to deliver engaging campaigns that offer real value to everyone involved.
We are here to help you to navigate issues and media crises to protect your reputation and long-term credibility.
We tailor our approach to your FMCG brand based on your needs. We are a boutique PR agency that punches far above our weight when it comes to fully customisable integrated campaigns that get your food and beverage brand noticed.
We have worked across almost every single food and beverage category. Not only do we have bucket loads of FMCG experience, we’ve worked with numerous agriculture and hospitality companies, shaping our all-round expertise in the food and beverage industry.
Category authority, evidence of consumer demand for retailer conversations, brand equity lift, trust and a content library of third party endorsement that can be leveraged across social and sales presentations.
PR retainers for established brands typically sit between $8,000 and $15,000 per month, with campaign overlays for major launches or seasonal moments. Scale is driven by news flow, breadth of media targets and strategic involvement required.
Our relationships span news, food, lifestyle, parenting, health and trade press, built over twenty years. The work is grounded in trust: journalists know our pitches are considered, our spokespeople are well briefed and we deliver on our promises. Our hit rate is materially higher than industry average.
Yes. Proactive PR drives most of our retainers, with reactive issues management delivered as additional scope. For categories with regulatory or reputational exposure such as dairy, infant nutrition, agriculture and hospitality, this dual capability is critical.
We deeply understand what it takes to secure earned media coverage and will only ever recommend PR as part of the mix where the news is actually interesting, or where something unfolds in a campaign like a product going viral that we can quickly jump on and amplify. In terms of the broader marketing mix, our PR roots mean that we take an earned lens to everything that we do. We deeply understand what resonates with consumers, how to solve their problems and really speak to them. By adding value for the shopper, we’re able to deliver incredibly low CPMs.
Campaign reports cover pitch strategies, coverage volume, reach, quality of placement, share of voice and downstream impact on traffic and scan data. Tailored to metrics your executive team cares about.
We have the right contacts, we know what they want and how to get your FMCG brand in front of them. We tailor our pitching to make it as enticing as possible for the media to promote your food and beverage product to their audience. From TV news bulletins to glossy magazines, daily newspapers to talk-back radio, we know how to get the media talking about your brand.
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.
PR is vital when it comes to building trust and brand recognition. We develop PR strategies that effectively drive brand recognition and boost consumer engagement. Our goal is to increase your brand’s visibility and communicate your key messages with your target audience in the most cost-effective way.
Average market share
increase post campaign
Average consumer
campaign reach
Average total value
secured per integrated
campaign
Average editorial ROI
We would love to hear from you! Reach out today to discuss your FMCG PR journey with Grapevine PR.
* denotes mandatory fields
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.
We work with you to identify what you need and then create an effective PR strategy that we know will work to get people talking about your brand.
In a word, Trust. Nothing will build trust in a brand like third party endorsement – weather that’s through peer-to-peer word of mouth recommendations, editorial in the media, or genuine influencer endorsement, no other form of marketing will build trust
the way PR will, so we consider it a critical part of the marketing mix.
We take an earned media approach to social media where we work to build consumer trust in the same way we would convince a journalist to write about a brand using integrity, fact, reasoning and relevance. Social media is a critical part of the stakeholder and comms landscape and in our opinion the two are completely intertwined.
We have done a lot of integrated campaign analysis over the years and every single time PR comes out on top. In the words of Bill Gates “If I was down to my last dollar, I’d spend it on public relations.”
Public relations is a lot more involved than many marketers realise. It’s kind of like getting a tattoo on your face, you have to be committed. It’s a marathon, not a sprint, but when PR is integrated into your business magic happens – it forces you to innovate and reflect, and if you can convince a journalist of your pitch, then it’s a great acid test for convincing a customer. The most powerful companies in the world all have one thing in common, a serious commitment to PR because they know the importance of earning trust.
It begins with a deep dive and a comprehensive strategy where we take into consideration a million factors across the brand and media landscape. There’s often media training of key spokespeople, content creation, key messaging, goals, target audiences, product send outs and various phases to build a wall of noise. We drive the entire process so that it’s very straight forward for our clients, we will even help you to figure out your elevator pitch and crystallise your brand as part of the process.
