In the food industry, standing out amidst the noise of larger competitors can be daunting for small brands. Without the luxury of large marketing budgets, these brands must rely on more creative, targeted PR strategies to reach their audiences. From media outreach to influencer marketing and engaging storytelling, small food brands have found innovative ways to generate awareness, build brand loyalty, and drive growth.
Case Study: Siete Foods – Building a Community Around Heritage
One small food brand that has effectively used food PR to scale is Siete Foods, a Texas-based company that specializes in grain-free tortillas, chips, and other Mexican-inspired products. The company was founded by the Garza family, who created their own tortillas after struggling to find gluten-free options that met their cultural tastes.
Siete’s PR campaign revolves around the family’s story, the authenticity of their products, and their dedication to producing high-quality, allergy-friendly foods that don’t compromise on flavor. Siete used media outreach to highlight their unique angle: they were providing a solution to the food intolerance market while honoring traditional Mexican recipes.
One major success for Siete Foods was their ability to generate press coverage by tapping into the growing gluten-free trend while also appealing to health-conscious consumers looking for products that align with specific dietary needs. Their PR efforts focused on telling the story of how the company started and the family’s commitment to their culture and community. This authenticity led to coverage in outlets like Forbes, The New York Times, and The Kitchn, and helped them build a loyal consumer base.
Case Study: Wildbrine – Harnessing Influencers to Boost Brand Recognition
Wildbrine is a small brand that specializes in fermented foods like kimchi, kraut, and salsas. The company used influencer marketing and media outreach to gain traction in the competitive health food space. Wildbrine partnered with wellness influencers who shared their passion for fermented foods and the gut health benefits they provide. The influencers used their platforms to educate their followers about the importance of gut health and the quality of Wildbrine’s products.
In addition to influencer partnerships, Wildbrine used media outreach to secure coverage in lifestyle and health publications, which helped raise brand awareness. Wildbrine’s PR campaign focused on the intersection of health and flavor, positioning itself as the brand that made gut-healthy foods fun and flavorful.
Conclusion: Effective PR Can Fuel Success for Small Food Brands
Small food brands can make a big impact with the right food PR strategies. By focusing on authenticity, leveraging influencers, and telling compelling stories, these brands can create meaningful connections with consumers and build a loyal following. Brands like Siete Foods and Wildbrine are prime examples of how small food companies can use PR to scale, raise brand awareness, and ultimately achieve long-term success. PR isn’t just about selling products; it’s about connecting with customers, building trust, and positioning a brand for sustainable growth.
