COVID-19 advanced the health and wellness trends we have seen increasing for the past 8+ years. There is more demand for health-focused products, food, and beverages as people in all demographics are more in-tune with their bodies and health.
According to research from Innova Market Insights, 60% of consumers globally seek food and beverage products that support immune health. What does this mean for food companies that are focused on making specialty allergy and intolerance-friendly foods? Your consumers are looking for you – and it’s time to show them who you are and why you exist.
Below are a few suggestions to use public relations to get in front of your audience, share your brand story and build brand loyalty.
- Media Relations. Get your products placed in the media on lists, in gift guides, in round-ups, etc., where your audience is hanging out, spending their time, and building trusted relationships. Find out who your target audience is and who/what/where their trusted sources are. Are they reading magazines, newspapers, or blogs? Are they following influencers – what social platforms are they on? Media relations – traditional and more modern (aka social media influencers) is a great way to have other people, trusted sources, tell your audience why your product is what they need.
- Partner with social influencers. Find influencers who are already using your product or offer to send product to test out. Ask for a post or review in exchange for sending product.
- Create a social media buzz. Be active where your audience is! Create your brand voice and share content that your audience cares about. Define your niche and go after it on social.
- Create a brand activation. The opportunities are endless for a brand activation but for this to work, it has to speak to the heart of your brand. If you specialize in gluten-free snacks for people on the go, pop up in a busy area during a time when people are commuting to work and hand out free samples. If you make allergy-friendly desserts targeted to children, host a dessert dinner or fundraiser inviting key stakeholders, media, community partners, and influencers and donate the proceeds to a local children’s organization.
- Create online content.
- Create recipes that include your products, host recipe contests, feature chefs, dietitians, bloggers, etc., on your website and in publications.
- Educate – in this space, education is so important. The education opportunities are endless. Use your brand voice and story to educate your audience on why you exist. You can also educate your audience on food labeling, manufacturing, allergy procedures, food safety, etc. The options are endless. Pick what makes sense for your brand and start talking!
- Get featured on a podcast. There are so many podcasts that focus on health and wellness, functional food, food as medicine, modern agriculture – the podcast list is endless. Podcasts are a great outlet because they allow for a more in-depth interview to establish brand relevance and loyalty. Podcasts also don’t expire; you can continue to promote a podcast for years after the initial airing.
Create a PR strategy that combines what works for you and your brand; tailor your approach to your mission and goals. Set up measurable PR goals so you can track what is working and what might need tweaking. The best time to start is now – so what are you waiting for?