{"id":2473477,"date":"2021-05-10T00:00:00","date_gmt":"2021-05-10T00:00:00","guid":{"rendered":"https:\/\/prgn.cullencommunications.ie\/top-five-examples-of-successful-food-pr\/"},"modified":"2021-10-05T12:50:01","modified_gmt":"2021-10-05T12:50:01","slug":"top-five-examples-of-successful-food-pr","status":"publish","type":"post","link":"https:\/\/prgn.cullencommunications.ie\/es_es\/social-media-marketing\/top-five-examples-of-successful-food-pr\/","title":{"rendered":"Top Five Examples of Successful Food PR"},"content":{"rendered":"

Competition in the Food & Beverage industry is always fierce. With consumers choosing from hundreds of restaurants, F&B brands need to get creative when promoting new products and initiatives.<\/p>\n

A few PR campaigns from the past several years have stood out above the rest. Read on for a sample of our favorites and our takeaways for F&B marketers around the world.<\/p>\n

McDonald\u2019s collaboration with Travis Scott<\/h3>\n

\"\"Travis Scott, a rapper that is ultra-popular with Gen Z, partnered with McDonald\u2019s to debut \u201cThe Travis Scott,\u201d a meal that encompassed the artist\u2019s regular order at the golden arches. The meal included a medium Sprite, a quarter-pounder with bacon and fries with barbecue sauce.<\/p>\n

The campaign was an immediate, smashing success, especially on social media where Gen Z is most active. The rapper was highly involved in the campaign, contributing artwork, merchandise ideas and social media fodder. At the end of the day, the collaboration helped bolster Q3 2020 sales for the restaurant chain by almost 5% YOY. For reference, McDonald\u2019s sales were lagging YOY by almost 9% the previous quarter (source: Eater<\/a>).<\/p>\n

The success of the Travis Scott campaign led to the restaurant\u2019s upcoming partnership with BTS, the K-Pop phenomenon who currently holds the title of most popular band in the world.<\/p>\n

Our takeaway<\/em>: Celeb endorsements aren\u2019t dead. The key is authenticity, so choose a celebrity that is a genuine fan of your food (Scott organically posted about enjoying a McDonald\u2019s burger, which spurred the collaboration in the first place). It is also important to ensure your celeb reaches your target demographic. Check both boxes, and an endorsement can pay dividends.<\/p>\n

Ben & Jerry\u2019s ice cream activism<\/h3>\n

Since its inception, Ben & Jerry\u2019s has been dedicated to social activism. The ice cream maker does not shy away from controversial subjects and emphasizes education and action to make a difference in the world.<\/p>\n

Ben & Jerry\u2019s debuted \u201cSave our Swirled,\u201d a flavor advocating for climate change reform, in 2015. To launch the flavor, Ben & Jerry\u2019s partnered with Tesla Motors, a clean-energy vehicle producer, to launch a U.S. tour to bring climate action to peoples\u2019 doorsteps. Ben & Jerry\u2019s associates literally hand-delivered ice cream out of a branded Tesla to fans in California.<\/p>\n

The brand simultaneously launched a digital campaign with Avaaz. The two partnered to gather three million signatures in support of actively addressing climate change. Ben & Jerry\u2019s also pledged to use 100% renewable energy within several years of the product launch.<\/p>\n

Our takeaway<\/em>: It\u2019s no secret that 70% of consumers prefer brands who take a stand (source: Sprout Social<\/a>). The thing to note is that Ben & Jerry\u2019s followed through. Rather than just championing a cause, the organization took decisive actions and made good on its promises.<\/p>\n

Barilla timer playlists<\/h3>\n

Italian paste brand Barilla teamed up with Spotify, the Swedish music streaming service, to develop \u201cpasta timer\u201d playlists running eight to 11 minutes in length. Depending on the type of pasta being made, consumers can press \u201cplay\u201d on a curated playlist. As the music stops, the pasta should be perfectly al dente.<\/p>\n

For added interest, the playlists have cheeky names like \u201cPleasant Melancholy Penne\u201d and \u201cTimeless Emotion Fusilli.\u201d Turn up the volume the next time you boil a pot of Barilla noodles for dinner!<\/p>\n

Our takeaway<\/em>: Integrated media campaigns are the future of PR. In this case, the playlists allow consumers to interact with the brand away from social media. Plus, they\u2019re shareable and fun. As tech continues to evolve, the possibilities for other brands to create integrated campaigns will be endless.<\/p>\n

Jeni\u2019s Everything Bagel ice cream<\/h3>\n

What\u2019s buzzier than a food item that sounds gross but actually tastes delicious? Jeni\u2019s Everything Bagel ice cream delivered in the brand\u2019s creative campaign to launch the unique flavor.<\/p>\n

The brand fired on all cylinders, sending pints to top social media influencers and every news outlet imaginable. The flavor plays off the current popularity of Trader Joe\u2019s\u2019 \u201cEverything but the Bagel\u201d seasoning, which is a staple in many millennial and Gen Z kitchens.\u00a0<\/span><\/p>\n

There was also an element of hype, as Everything Bagel pints sold out quickly. Consumers could watch their favorite food influencers try the sweet treat, but they had to wait to get their own hands on the ice cream.<\/p>\n

Our takeaway<\/em>: Taking a risk is worth it, as long as the product stands up to the hype. Had the ice cream tasted like burnt garlic rather than cream-cheesy goodness, Jeni\u2019s extensive media campaign could have just as easily backfired.<\/p>\n

Taco Bell Hotel<\/h3>\n

Taco Bell boasts a massive, dedicated fan base that spans generations. To continue tapping its younger audience, the brand debuted \u201cThe Bell,\u201d a Taco Bell hotel & resort in Palm Springs with 70 rooms. The experience generated so much buzz that all rooms sold out within two minutes of going on sale.<\/p>\n

Menu items\u2014some new, some old\u2014were delivered by room service and served poolside. Everything that could<\/em> be shaped like a sauce packet was<\/em> shaped like a sauce packed (think: yoga mats, pool floaties, pillows\u2026you name it!). Even weirder was the taco bell salon, where guests got taco bell-inspired manicures and haircuts.\u00a0<\/span><\/p>\n

The absurdity was part of the charm of this experiential marketing stunt. The hotel created FOMO amongst fans, but the tactics reached beyond Taco Bell\u2019s typical audience and infiltrated national media and social channels.<\/p>\n

Our takeaway<\/em>: Experiential marketing is highly effective in creating buzz around new products. It\u2019s shareable by nature, so all in-person brand experiences should be designed to look good in photos, as images will be posted, shared and re-shared.<\/p>","protected":false},"excerpt":{"rendered":"

Competition in the Food & Beverage industry is always fierce. With consumers choosing from hundreds of restaurants, F&B brands need to get creative when promoting new products and initiatives. A few PR campaigns from the past several years have stood out above the rest. Read on for a sample of our favorites and our takeaways […]<\/p>\n","protected":false},"author":53,"featured_media":2473478,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","episode_type":"","audio_file":"","podmotor_file_id":"","podmotor_episode_id":"","cover_image":"","cover_image_id":"","duration":"","filesize":"","filesize_raw":"","date_recorded":"","explicit":"","block":"","itunes_episode_number":"","itunes_title":"","itunes_season_number":"","itunes_episode_type":"","footnotes":""},"categories":[1565,1566,1272,1296,1265],"tags":[1258,1472,1644,1488,1268,1645,1280],"coauthors":[],"class_list":["post-2473477","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-consumer-communications","category-gen-z","category-pr-tips-trends","category-public-relations","category-social-media-marketing","tag-brand-awareness","tag-influencer-marketing","tag-lauren-reed","tag-pr-strategy","tag-public-relations","tag-reed-public-relations","tag-social-media"],"acf":[],"yoast_head":"\nTop Five Examples of Successful Food PR - PRGN<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/prgn.cullencommunications.ie\/es_es\/social-media-marketing\/top-five-examples-of-successful-food-pr\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Top Five Examples of Successful Food PR - PRGN\" \/>\n<meta property=\"og:description\" content=\"Competition in the Food & Beverage industry is always fierce. 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When Lauren quit her job as a senior director at a national PR and marketing agency, she jumped without a net. There was no next job lined up. No lucrative book deal signed. No beach villa in St. Tropez waiting for her new life as a trophy wife. Lauren didn\u2019t need any of that. She had faith in herself. Faith that she would stick the landing. No safety net or parachute needed. Within a few weeks \u2013 yes, weeks \u2013 she\u2019d started REED Public Relations and had a roster of amazing clients. Just like that, the agency was well on its way to making a lasting impact on the Nashville PR scene. Industry accolades back up Lauren as a rising star. She earned her Accreditation in Public Relations (APR) designation in 2010 and is a member of the Entrepreneurs\u2019 Organization, Women Presidents\u2019 Organization, former president of PRSA Nashville and recipient of the PRSA Nashville 2011 Mercury Award, which recognizes the top young PR professional in the Nashville market. Most recently, Lauren was named to the Nashville Business Journal\u2019s 40 Under 40, and its Most Admired CEO list in 2018, 2019, 2020, 2021 and 2022. REED PR has also been named one of the Business Journal\u2019s Best Places to Work, and Lauren has been named to Nashville Post's In Charge List in 2021, 2022 an 2023. Even with all of her awards and the tremendous work she has done, she still says one of her greatest professional accomplishments was creating REED PR\u2019s Be The Good program, which reserves a portion of the agency\u2019s revenue to provide travel grants to individuals who want to do volunteer or mission work at home or abroad.","sameAs":["http:\/\/www.reedpublicrelations.com","https:\/\/www.linkedin.com\/in\/lauren-reed-apr-9151183"],"url":"https:\/\/prgn.cullencommunications.ie\/es_es\/author\/laurenreed\/"}]}},"_links":{"self":[{"href":"https:\/\/prgn.cullencommunications.ie\/es_es\/wp-json\/wp\/v2\/posts\/2473477","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/prgn.cullencommunications.ie\/es_es\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/prgn.cullencommunications.ie\/es_es\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/prgn.cullencommunications.ie\/es_es\/wp-json\/wp\/v2\/users\/53"}],"replies":[{"embeddable":true,"href":"https:\/\/prgn.cullencommunications.ie\/es_es\/wp-json\/wp\/v2\/comments?post=2473477"}],"version-history":[{"count":1,"href":"https:\/\/prgn.cullencommunications.ie\/es_es\/wp-json\/wp\/v2\/posts\/2473477\/revisions"}],"predecessor-version":[{"id":2473943,"href":"https:\/\/prgn.cullencommunications.ie\/es_es\/wp-json\/wp\/v2\/posts\/2473477\/revisions\/2473943"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/prgn.cullencommunications.ie\/es_es\/wp-json\/wp\/v2\/media\/2473478"}],"wp:attachment":[{"href":"https:\/\/prgn.cullencommunications.ie\/es_es\/wp-json\/wp\/v2\/media?parent=2473477"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/prgn.cullencommunications.ie\/es_es\/wp-json\/wp\/v2\/categories?post=2473477"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/prgn.cullencommunications.ie\/es_es\/wp-json\/wp\/v2\/tags?post=2473477"},{"taxonomy":"author","embeddable":true,"href":"https:\/\/prgn.cullencommunications.ie\/es_es\/wp-json\/wp\/v2\/coauthors?post=2473477"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}