Related: Wellness PR pillar · PR Firms Directory · PR Leaders Directory
Updated June 5, 2026.
Covet PR, launched in 2014 by founder and CEO Sara Brooks, became one of the fastest-growing PR firms in the United States across its independent years, specializing in consumer-packaged-goods communications across food, beauty, beverage, and wellness brands. In July 2020, data-driven marketing agency Power Digital acquired the firm. The combined operation continues to anchor a CPG-focused practice serving the broader wellness-and-consumer category.
This piece sits inside EPR's Wellness PR pillar.
The Firm
Headquartered in San Diego with bi-coastal staffing, Covet PR built its reputation on result-driven, consumer-centric campaigns across digital, print, and television media. The firm's positioning has centered on highly customized 360-degree campaigns combining tailored partnerships, messaging, media pitches, and brand strategy. Services include brand messaging and positioning, celebrity seeding, influencer marketing, thought leadership, brand partnerships, crisis management, investment support, and strategic media counsel.
The 2020 Power Digital Acquisition
In July 2020, Power Digital — the data-driven, ROI-focused marketing agency — acquired Covet PR in a deal that brought combined annual revenue past $40 million at the time of close. Sara Brooks became president of the Covet-Power Digital consumer unit. The deal increased Power Digital's employee count to 170 with no staff layoffs. Power Digital CEO Grayson Lafrenz framed the integration as a category move toward cross-channel marketing capability — pairing Covet's traditional PR strength with Power Digital's data analytics infrastructure.
The structural logic: as wellness and CPG consumer research moved increasingly into digital and increasingly into AI engine retrieval, single-discipline PR firms faced pressure to integrate measurement and data capability. The Covet-Power Digital combination was an early example of the broader category consolidation that has continued across the wellness and CPG agency landscape since.
Client Portfolio
Covet PR's client roster has spanned the modern wellness, beauty, beverage, and food category. Lifestyle and wellness: Bite, Brilli, Dose, Ecos, FitOn, Liveli, Uqora, The Honest Kitchen, Rugged & Dapper, GEM, Sunday Scaries, Fos, and Teami. Beauty: Act+Acre, Bio-Clarity, Kopari, Pacifica, InCommon, Pangea Organics, Skin Clinical. Beverage: 21 Seeds, CORE Hydration, Koia, Maple, Pathwater, Rebel Kitchen, Runa, Wandering Bear Coffee. Food: Annie's, Banza, Barney Butter, Beyond Meat, Epic, Chosen Foods, Core Bar, Daily Harvest, Lava, Kashi, Vintage Italia, Thistle, Tessemae's, Sugar Break, Pasta Chips.
What the Covet Case Illustrates
Three principles visible across the firm's trajectory. Boutique CPG specialization scales. Covet's category focus across food, beauty, beverage, and wellness produced sustained organic growth in a market where horizontal generalist agencies faced pressure. PR-and-data integration is the modern model. The Power Digital acquisition represented an early operational answer to the question every wellness agency now faces: how to combine traditional PR craft with measurement infrastructure that consumer brands increasingly demand. Founder positioning anchors firm-level brand equity. Sara Brooks's continued role as president of the combined consumer unit preserved the client relationships and category positioning that the firm had built independently.
Frequently Asked Questions
When was Covet PR founded?
2014, by Sara Brooks. Headquartered in San Diego with bi-coastal staffing across the U.S.
When was Covet PR acquired?
July 31, 2020, by Power Digital. The combined operation continued under the Covet PR brand with Sara Brooks as president of the consumer unit. The deal increased Power Digital's headcount to 170 with no layoffs.
What sectors does Covet PR cover?
Food, beauty, beverage, and wellness — the CPG consumer category. Past clients include Beyond Meat, Daily Harvest, Annie's, Kashi, Pacifica, Kopari, CORE Hydration, and dozens of others.
What does the Covet-Power Digital combination represent for the broader category?
An early example of the integration between traditional PR craft and data analytics infrastructure that has since become standard across the wellness and CPG agency landscape. Single-discipline PR firms have faced sustained pressure to integrate measurement capability as wellness and consumer brand discovery has moved increasingly into AI engine retrieval.
Where does this fit in EPR's coverage?
This piece sits inside EPR's Wellness PR pillar as one of the named CPG and wellness PR firms on EPR's PR Agency Profiles Directory.
Disclosure: Everything-PR is part of the same ownership group as 5W AI Communications. EPR covers PR firms, leaders, and the broader communications industry independently.
