The Recipe for PR Success: How Food & Drink Brands Get Featured in Top Publications
Getting your food or drink brand featured in top publications isn’t about luck - it’s about having the right ingredients (pun intended) and following a proven process.
With competition fiercer than ever, a smart PR strategy can help your brand stand out, build trust, and drive real growth.
Today, we’re sharing the recipe that successful food and drink brands use to consistently land press coverage - and how you can start following it.
1. Start With a Clear, Newsworthy Hook
The best food and drink PR starts with a story editors care about.
It’s not enough to say, “We’ve launched a new product” - you need a hook that ties your product into something bigger.
Questions to ask yourself:
Is there a trend my product taps into? (e.g., low-waste, plant-based, heritage ingredients)
Is it solving a new or overlooked problem? (e.g., gluten-free Christmas puddings that actually taste incredible)
Is there a cultural moment it fits into? (e.g., BBQ season, Christmas, Veganuary)
Example:
Instead of “New hot sauce brand launches,” pitch:
“The rise of British-made hot sauces: Why more consumers are swapping imported heat for local flavour.”
Action step:
Brainstorm 2–3 strong angles before pitching to make sure you’re offering editors a real story, not just a product announcement.
2. Build a Mouth-Watering Press Pack
When it comes to food and drink PR, visuals matter.
Editors need high-quality images that make readers want to taste, buy, and share your product immediately.
Essential press assets to prepare:
Professional product shots (clean, minimal backgrounds)
Lifestyle imagery showing the product in use (plated dishes, cocktail shots, gift hampers, etc.)
Clear product descriptions, pricing, and stockist information
Any relevant awards, certifications, or accolades (like Great Taste Awards)
Bonus tip:
If your product is seasonal (e.g., Christmas hampers, Easter treats), create dedicated seasonal imagery - it massively increases your chances of being featured in gift guides and holiday roundups.
3. Pitch Into the Right Sections and Opportunities
Food and drink products can be featured across a wide range of editorial categories, not just food pages.
Look out for opportunities in:
Gift guides (Christmas Hampers, Father’s Day Treats, Vegan Gifts)
Lifestyle features (How to Host the Ultimate Summer BBQ, Easy Entertaining Essentials)
Expert commentary (How to Pair Wines With Vegetarian Dishes)
New product roundups (This Month’s Tastiest Launches)
Key action:
Tailor each pitch to the section you’re aiming for.
Pitching a luxury chocolate box for Christmas? Frame it for “Gifts for Foodies.”
Launching a refreshing non-alcoholic spirit? Frame it for “Dry January” or “Wellness Trends.”
4. Be Sample-Ready and Media-Friendly
Food and drink editors often want to taste the product before recommending it.
Make it incredibly easy for them by being sample-ready.
Best practices:
Offer samples early when pitching, but only to genuinely interested journalists.
Send a media-friendly version - small enough for easy shipping, but full enough to experience the flavour.
Include a printed press card inside the package with key information and a contact email.
Pro tip:
If your product is perishable, highlight this in your pitch and offer quick dispatch options.
Being organised and easy to work with makes journalists much more likely to feature you - not just now, but in future opportunities too.
5. Pitch Around Key Food and Drink Moments
Food and drink PR is hugely seasonal.
Some key times of year to pitch include:
Easter: Treats, Easter lunches, family get-togethers
Summer: BBQs, picnic essentials, al fresco dining
Back to School: Healthy lunchbox ideas
Halloween: Themed treats, autumn recipes
Christmas: Hampers, festive entertaining, gifting
Dry January: Alcohol-free beverages, wellness food trends
Valentine’s Day: Luxury chocolates, romantic meal kits
Key action:
Plan your pitching calendar around these moments - and start early. For example, Christmas gift guide pitching should start by July/August for long-lead print media.
Final Thoughts: PR Success is built, not bought
Getting featured in top publications like The Times, Stylist, Delicious UK, or Olive Magazine doesn’t require a giant PR budget.
It requires:
✅ A strong, relevant story
✅ Professional assets that editors can use immediately
✅ Strategic pitching to the right places at the right time
At PR Dispatch, we help food and drink brands take control of their PR - giving you access to journalist contacts, ready-to-use pitching templates, live training, and expert advice, all without the cost of an expensive agency.
Ready to serve your brand to the press on a silver platter?
Join PR Dispatch today and start landing the coverage you deserve.