Launching a food or drink brand: PR do’s and don’ts

The food and drink industry is thriving – but with that growth comes fierce competition. Whether it’s a plant-based snack, a wellness drink, or a gourmet sauce, new brands are launching every week. To cut through the noise, a smart PR strategy is essential. Here are the key do’s and don’ts to help your brand stand out;

DO: Start with a compelling brand story
Your product might be delicious, but what really captures attention is why it exists. Consumers and media alike are drawn to stories that evoke purpose – whether it’s sustainability, heritage, innovation, or personal transformation. Authenticity matters, so focus on your mission and values, not just your ingredients. When we launched Meatless Farm , we crafted a founder-led story inspired by his desire to help his family eat better – for their health and the planet. That emotional connection became a powerful foundation for building brand loyalty and media interest.

DON’T: Rely solely on product shots
Beautiful photography is a must – but visuals alone won’t drive PR. Publications want content that feels editorial, not advertorial. Think about moments, recipes, founder interviews, or behind-the-scenes insights. Create assets that make journalists’ lives easier, not harder.

DO: Build relationships early
Don’t wait until launch week to reach out to journalists and influencers. Give key contacts a sneak peek, offer product samples, and invite honest feedback. Personalised, thoughtful outreach always trumps mass emailing.

DON’T: Overpromise
Be realistic about timelines and avoid bold claims unless you can back them up. Trust takes time – especially with food and wellness products where credibility is everything.

DO: Collaborate with purpose
Consider partnerships that align with your brand’s ethos. Whether it’s a wellness influencer, charity or a local chef, strategic collaborations can amplify your reach and reinforce your values.

DON’T: Ignore feedback
Media feedback, customer comments, and even lukewarm responses can be gold dust. Use early PR efforts as a listening tool. Is your message landing? Are people understanding what sets you apart? Don’t be afraid to pivot.

In a crowded market, great PR isn’t about shouting the loudest – it’s about being the most relevant, authentic, and timely. With the right approach, your food or drink brand can not only launch – it can lead.

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