4 Effective Press Release Tactics in Food and Beverage Industry

The food and beverage (F&B) industry has been growing rapidly. This growth has resulted in many new concepts such as: plant-based, sustainability, on-the-go, and clean label.  

These concepts are definitely influencing the way we eat and drink. With new concepts being introduced almost daily, effective public relations (PR) tactics are a great way to demonstrate these concepts.  

4 Effective PR Tactics in the Food and Beverage Industry 

Nowadays, delicious and fantastic food is not enough to get more purchases. An effective PR tactic can help F&B businesses create brand awareness, a good brand image and credibility. Here are some PR tactics for F&B industry: 

1. Experiential 

This is the best way to get feedback and create buzz about the food and beverage. Allowing people to experience your food and beverage will tell you whether most people like it or not. 

Some examples of experiential opportunities: free samples, pop-up stores, immersion trips to a specific area. During these casual occasions, your designated staff will be able to ask for their opinions on these foods and beverages. 

They may even give you important feedback and suggestions on how to improve your food, beverage, concept and even serving system. Yes, you can't please everyone. But this way you can choose what to fulfill based on your brand identity, capabilities and goals.    

2. Engaging Content 

Use social media effectively by creating creative and engaging content. This could be a challenge, a giveaway, a Q&A with the CEO, or a food expertise. 

Be sure to incorporate your brand identity and concept into each piece of content. For example, for a challenge or giveaway, use a unique hashtag and your logo (on a Twibbon).  

In a Q&A session, provide useful tips after answering questions. In addition to creating deep awareness about your product, this will make your content memorable. Then your viewers will be more likely to wait for the next one and end up following your social media. 

3. Event Marketing 

An exciting event is a great way to showcase your F&B brand to journalists, key opinion leaders (KOLs) and potential buyers. 

Whether it is hosted by your brand or a larger institution (you are just participating), create an incredible impression to make guests curious about what your food and beverages will taste like.

4. Partnership 

The right partnership can be mutually reinforcing. As an F&B brand, you can partner with other brands from other industries. For example, partner with a digital wallet to offer special discounts with some conditions, and partner with digital advertising agencies to increase your exposure. 

If you are planning to open your business in a mall, you can consider partnering with another business. For example, if you have a coffee shop, you can approach a brand of eyeglasses to have a joint store in a mall. This way you can share the rent.    

After looking for eyeglasses, visitors may be interested in having a cup of coffee. On the other hand, if some friends come to this eyeglass store, there is a possibility that only one or two people will want to look for eyeglasses. Your coffee shop can attract the rest of them. 

Conclusion 

The rapid development of the FNB industry requires all FNB brands to continue to adapt and improvise in order to avoid becoming obsolete. The right public relations strategies and tactics are needed to introduce the brand identity and concept.