From Local to National: How Small Food Brands Are Using PR to Scale
Small food brands face unique challenges when it comes to breaking into an increasingly crowded market. With large, established brands dominating much of the market share, these smaller players often struggle to stand out and reach a wide audience. However, with the right PR strategy, small food brands can punch above their weight and grow from a local operation to a nationally recognized brand. Through the use of compelling storytelling, influencer partnerships, and community engagement, small food brands are showing that it is possible to scale even without huge advertising budgets.
Case Study 1: Chobani’s PR Push for Greek Yogurt
Although Chobani began as a small brand, its incredible rise to national prominence can be attributed to a strategic and thoughtful food PR campaign that helped the brand connect with both consumers and media outlets. The Greek yogurt brand capitalized on the growing demand for healthier, protein-rich snacks, positioning itself as a better-for-you alternative to traditional yogurts.
Chobani’s PR strategy centered around its founder, Hamdi Ulukaya, whose story of immigrating to the U.S. and building Chobani from the ground up was central to the brand’s appeal. The company’s PR team worked tirelessly to share this narrative through media outlets and social platforms, humanizing the brand and helping it connect with consumers on an emotional level.
In addition to this powerful narrative, Chobani made sure to align itself with causes that resonated with its target audience, such as health and wellness, sustainability, and social responsibility. For example, Chobani launched the “Chobani Champions” program, which brought attention to childhood nutrition and the importance of healthy eating. Their ongoing community engagement initiatives have helped them build a loyal customer base while establishing the brand as an advocate for positive change.
The combination of storytelling, community engagement, and strategic media outreach helped Chobani grow from a niche Greek yogurt company into a widely recognized national brand. Today, Chobani is not just a household name; it has established itself as a leader in the natural food industry.
Case Study 2: Jeni’s Splendid Ice Creams
Jeni’s Splendid Ice Creams is another great example of a small food brand using PR to expand its reach while maintaining authenticity. Founded by Jeni Britton Bauer in Columbus, Ohio, the brand started as a small artisanal ice cream company and quickly garnered a dedicated following. Jeni’s is now one of the most popular ice cream brands in the U.S., and its success can be attributed in large part to its savvy PR strategy.
The key to Jeni’s success was its ability to communicate the unique qualities of its product—made with high-quality ingredients and bold, inventive flavors—to both the press and consumers. The brand’s PR team worked to get Jeni’s ice cream featured in top-tier publications like The New York Times, Bon Appétit, and Food & Wine, often focusing on the craftsmanship and innovation behind each flavor.
Furthermore, Jeni’s used its PR platform to position itself as a company that values creativity and transparency. Jeni Britton Bauer herself was often featured in interviews where she spoke about the importance of artisanal ice cream and the commitment to using only the finest ingredients. The company’s commitment to sustainability, local sourcing, and community involvement also aligned with consumer values, which made it an easy choice for food writers and influencers to promote.
By staying true to its values while leveraging the power of media, Jeni’s Splendid Ice Creams successfully transitioned from a local brand to a nationally beloved product. It’s a testament to how effective PR can build a loyal, passionate following while expanding a brand’s reach.
Small food brands are more empowered than ever to make a mark in the industry, thanks to strategic food PR campaigns that enable them to effectively tell their stories, reach new audiences, and scale. Brands like Chobani and Jeni’s Splendid Ice Creams show how PR done right can turn a local food business into a national sensation. By focusing on authenticity, quality, and community engagement, small food brands can harness the power of PR to grow their businesses, connect with consumers, and make a lasting impact in the food industry.
