People

Chelsea Jarred, Founder of Grapevine

Grapevine was founded in 2007 by agency principal Chelsea Jarred. Chelsea has more than 20 years experience across PR, social media, influencer marketing and digital strategy, with much of her career spent scaling leading FMCG brands including Carman’s, Emma & Tom’s, Jalna and La Banderita. On a global scale, Chelsea has worked across London, Sydney and Melbourne on campaigns for some of the world’s most recognised consumer companies including Heineken, Carlsberg, Twinings, Domino’s Pizza, Nokia, Dove, MECCA and Jetstar.

Chelsea is known for her expertise in FMCG social media marketing, TikTok strategy, influencer campaigns and retail media integration, helping supermarket brands drive measurable awareness, engagement and sales growth. Under her leadership, Grapevine has become recognised for its data-led, creator-first approach to content, combining consumer psychology, platform trends and retail insights to build campaigns designed to drive mental availability with Australian shoppers.

The Grapevine ‘A team’ is a wealth of talent and experience, comprising in-house social media managers, content creators and gun publicists.

"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."

"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."

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