FMCG Social Media marketing

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We are experts in social media marketing and know how to utilise various social media platforms to connect with consumers. We take a PR lens to social media where we “earn” the eyeballs through clever content that cuts through the noise to engage your community and grow your audience. Our innovative campaigns are designed to increase brand awareness, boost engagement and generate sales.

Revolutionising Food Brands on Social Media

Social media is a critical part of FMCG marketing, allowing brands to connect directly with consumers in real time with targeted content to build brand awareness and increase sales. Our unique approach to social media marketing for food and beverage brands comes from 20 years of experience and insights that sets us apart from the rest. We have worked on everything from mangoes to muesli and from burgers to beer. We know the nuances of the social media landscape and can help you get bang for your buck when bringing your brand to life online.

Our Social Media Marketing Services

We offer a range of social media marketing services to help FMCG brands tell compelling stories that communicate their values and promote their products to a wider audience.

Social Media Strategy

We tailor social media strategies that define your message, identify your target audience, set goals and showcase awesome content across TikTok, Instagram, Facebook, LinkedIn and beyond.

Content Creation

It’s all about sharp and engaging content these days and no-one knows how to get a key message across in 7 seconds like us. We produce images, videos, recipes and other content to make your FMCG brand pop.

Community Management

We do the legwork for you from monitoring your accounts 24/7 to informing, entertaining and engaging with your community. We know when to post, how often to post and how to keep the conversation flowing.

Influencer Collaborations

We have solid relationships with content creators across Instagram, Facebook and TikTok who we work with to deliver engaging campaigns that offer real value to everyone involved.

Social Media Advertising

We amplify our social media management with sophisticated advertising strategies that stretch the budget as far as possible to increase brand awareness and sales.

Analytics and Reporting

We use sophisticated software programs to analyse performance, highlight tangible results and gather intel for future campaigns.

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Tailored Social Media Strategies for Food and Beverage Brands

We specialise in creating bespoke social media strategies for FMCG brands in the food and beverage industry. We apply modern, interesting and engaging strategies that work to successfully drive engagement, grow your audience and, ultimately, increase sales.

Our Social Media Marketing Success Stories

Don’t just take it from us, here’s what our clients have to say about our social media marketing expertise:

"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: Social Media Marketing

Integrated social retainers typically range from $10,000 to $20,000 per month, covering strategy, content production, community management and performance management. The biggest cost driver is content velocity, particularly for TikTok-led brands, which we can scale accordingly.

A common starting position is 60 to 70 percent on content and organic management, with 30 to 40 percent on responsive paid amplification of the strongest organic performers. The better quality the content the further your ad spend will stretch.

Which platforms matter most for FMCG brands in Australia right now?

TikTok and Instagram are the heaviest hitters, with TikTok offering the strongest first mover advantage given how underleveraged the platform still is by Australian FMCG. Facebook remains valuable for older demographics and regional shoppers. YouTube Shorts is increasingly worth attention.

We work alongside in-house teams in whatever configuration serves the brand best. Some clients work with us as lead strategist with in-house community management; others retain us for content and paid while their team owns publishing. Some work with us purely to manage their influencer partnerships. We are pragmatic about scope, but it does work best when we run the entire ecosystem so that all integrated parts are cohesive.

How do you balance brand building with the commercial pressure to drive sales?

Content pillars ladder up to brand positioning while embedding clear product cues, ranging messages and seasonal hooks.

Senior strategists, dedicated content producers, food stylists, in-house photographers, videographers, graphic designers and TikTok-native creators. We’ve all worked together for years and communicate like we’re family, this is not our first rodeo, we do this work every single day.

Engaging Content, Measurable Results

As a social media agency specialising in FMCG brands, we create engaging content that translates into measurable results and product sales.

Deep dive to develop the strategy

Content creation

Scheduling – organic and advertising campaigns

Ongoing management and reporting

Maximising Engagement and Conversion

Our social media strategies work to engage your audience and focus on converting engagement into tangible business outcomes.

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Start Your Social Media Success Story with Grapevine

Reach out to us today to begin your social media marketing journey.

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Melbourne

Sydney

FAQs: Your Social Media Marketing 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.

Content is king. We produce engaging content that performs well organically, then apply complex advertising strategies to amplify the content to the masses.

Most campaigns involve strategy, content creation, scheduling, community management, advertising and influencer outreaches.

What’s the benefit of working with an agency v’s in-house?

By resourcing your socials properly, you have a dedicated team applying their knowledge and skills to growing your social media presence. We see it a bit like a mum and dad investor v’s a team of experienced fund managers working on your portfolio every single day to maximise your investment.

Do you manage the whole process?

Yes. We manage the entire social media management end-to-end from strategy, content creation, scheduling, approvals, community management and reporting. We aim to on take as much of the leg work as possible so that all our client needs to do is approve our concepts (and maybe send us a bit of stock from time to time).

What is the approval process?

We collaborate closely with clients depending on the various formalities of the organisation, sometimes it’s a tonne of content scheduled in great detail months in advance, other times is a quick thumbs up on a WhatsApp group chat.

How much time do I need to commit?

Very little, we take as much of the leg work out of the process as possible, so all you need to do is approve the strategic direction and scheduling. At the begging of the campaign we setup a FAQs of common customer questions to ensure consistency in the messaging, however occasionally we will get a totally random customer question in which case we would just drop you a quick text.

Do you monitor 24/7?

Yes, we have alerts setup to notify us of community comments within seconds and we respond very quickly so the algorithm sees how engaged we are (and thus shows our content to more people).

What happens if something goes wrong?

In addition to our vast social media experience, we also have an in-house crisis and issues management team who are ready to help navigate the entire comms strategy should an issue arise.