In the food industry, public relations (PR) is often thought of as a luxury reserved for big brands with hefty marketing budgets. However, in the age of digital communication and social media, small food brands are finding creative, cost-effective ways to get noticed and grow their consumer base. The power of PR for these brands goes beyond traditional media coverage—it’s about building authentic, engaging relationships with consumers, establishing credibility, and creating a brand narrative that resonates with a target audience.
When executed well, food PR can elevate a small food brand from a regional success story to a national phenomenon. The key to success lies in authentic storytelling, tapping into consumer trends, and embracing grassroots approaches to public engagement. In this op-ed, we will examine how two small food brands, Siete Foods and Perfect Snacks, have used PR effectively to grow their brands and build strong, loyal communities. These brands demonstrate how small companies can punch above their weight in the highly competitive food industry.
Siete Foods: Building a Story Around Family and Health
Siete Foods, a gluten-free and grain-free food brand known for its tortilla chips and other Mexican-inspired snacks, is a prime example of how a small food brand can succeed with the right PR strategy. The company started as a family-driven mission—founded by the Garza family after they needed a gluten-free alternative to their beloved family recipes. What started as a small venture soon turned into one of the most recognized brands in the health-conscious, allergy-friendly food space.
From the outset, Siete Foods’ PR efforts have been rooted in authentic storytelling. The Garza family, their commitment to providing gluten-free, healthy alternatives, and their deep cultural connection to Mexican cuisine have been at the heart of the brand’s messaging. PR campaigns were centered around humanizing the brand and showcasing the Garza family’s journey from a small, home-based startup to a rapidly growing company.
1. Authenticity and Transparency: The Heart of the Brand
One of the main reasons why Siete Foods has been able to carve out a niche for itself in the crowded snack food market is its authentic and transparent approach to communication. Their PR strategy focuses on sharing not just the product but the family’s personal story. From the brand’s early days to the launch of their first products, Siete Foods has stayed true to its roots. This authenticity resonates with consumers who are increasingly looking for brands they can trust and feel emotionally connected to.
By consistently sharing the Garza family’s narrative through blog posts, media interviews, and social media platforms, Siete Foods has cultivated a loyal following that doesn’t just buy the product—they buy into the mission. The brand’s PR also highlights the journey from creating recipes in their kitchen to launching new product lines, allowing consumers to feel part of the journey. By sharing these personal stories, Siete has built strong emotional ties with its customers, which has been key to its success.
2. Leveraging Social Media and Influencers
Another crucial element of Siete’s food PR success is its savvy use of social media and influencer marketing. The brand has worked with influencers who align with its values and have a genuine interest in health, wellness, and Mexican culture. Rather than opting for big-name celebrities, Siete focuses on working with micro-influencers who resonate more deeply with specific audiences. This approach ensures that their PR efforts are authentic and that their brand message is spread organically.
Siete also prioritizes customer engagement on platforms like Instagram, where the brand shares user-generated content, recipes, and personal stories from its community. This two-way communication allows for direct feedback from consumers, helping the brand refine its offerings while fostering a deeper connection with its audience. Additionally, Siete is not afraid to address any criticisms or negative feedback head-on—further strengthening the sense of transparency and trust that is so vital in the food industry today.
3. Strategic Partnerships and Media Placements
Siete Foods’ PR team has also done an excellent job of placing the brand in key media outlets and collaborating with like-minded organizations. For example, Siete’s products have been featured in popular health and lifestyle publications such as Bon Appétit, EatingWell, and MindBodyGreen. These partnerships have helped to position Siete Foods as a premium, yet accessible, food brand that aligns with consumers’ health-conscious lifestyles.
Moreover, Siete has strategically collaborated with other small, complementary food brands. These partnerships not only expand their customer base but also create a sense of community among small food businesses. Collaborations with brands like Primal Kitchen or Vital Proteins allow Siete to tap into their respective audiences while aligning with like-minded companies.
Perfect Snacks: Perfecting PR in the World of Protein Bars
Another small food brand that has made waves in the crowded snack food space is Perfect Snacks. Founded in 2005 by the Keefe family, the brand is known for its refrigerated protein bars, which provide a healthier alternative to traditional granola bars and protein snacks. While Perfect Snacks started as a small family business, its PR efforts have played an instrumental role in transforming the brand into a household name, particularly within the health and fitness community.
1. Telling the Story of Real Ingredients and Real People
One of Perfect Snacks’ biggest PR wins has been its focus on real, wholesome ingredients. The brand emphasizes its use of simple, nutritious ingredients like peanut butter, honey, and egg whites, and markets itself as the “perfectly balanced” protein bar. This messaging aligns with the growing trend of consumers wanting to know exactly what is in the food they are consuming.
The company’s PR campaigns focus heavily on the story of its founding—how the Keefe family created the product in their own kitchen, experimenting with different flavors and ingredients. The “from our family to yours” messaging resonates deeply with health-conscious consumers who are looking for trustworthy, wholesome snacks made by people who care about quality and authenticity.
2. Partnerships with Health and Fitness Influencers
Much like Siete Foods, Perfect Snacks has also leveraged influencer marketing to build brand awareness. However, Perfect Snacks has gone a step further by specifically targeting influencers in the health, fitness, and wellness space. The brand has worked with personal trainers, nutritionists, and fitness influencers who genuinely believe in the product’s nutritional value and the brand’s mission.
This targeted approach has allowed Perfect Snacks to position itself as a go-to protein bar for those with active lifestyles. The brand’s PR team is particularly strategic when it comes to choosing influencers who have a genuine interest in health and wellness—ensuring that the partnerships feel authentic and resonate with the target audience. Instead of simply paying for posts, the brand fosters long-term relationships with influencers who integrate the product into their everyday routines, showcasing it as a staple in their diets.
3. Media Coverage and Thought Leadership
Perfect Snacks has also done a fantastic job of securing media placements and interviews with food industry publications, health magazines, and wellness blogs. In particular, the brand has earned coverage inForbes, Food & Wine, and Men’s Health, which has positioned the brand as a leader in the healthy snack space.
In addition to traditional media placements, Perfect Snacks has also built a reputation for thought leadership in the health and wellness sector. The brand regularly shares articles, blog posts, and insights on the importance of balanced nutrition and mindful eating, further solidifying its reputation as a trusted authority on healthy snacking.
PR Done Right: The Key Takeaways for Small Food Brands
Both Siete Foods and Perfect Snacks demonstrate that small food brands can leverage PR to create lasting, meaningful connections with their audiences. Here are some key takeaways for other small food brands looking to build their own PR strategies:
1. Embrace Authentic Storytelling
Consumers want to connect with brands on a personal level. Sharing your brand’s story—whether it’s about a family recipe, a health journey, or a commitment to sustainability—helps foster an emotional connection that goes beyond just selling a product.
2. Leverage Influencer Partnerships with Purpose
Choose influencers who genuinely align with your brand’s values and target audience. Focus on building long-term relationships rather than one-off campaigns, and prioritize authenticity in your partnerships.
3. Utilize Social Media to Build Community
Social media is not just a platform for pushing out marketing messages—it’s an opportunity to engage with your customers. Share user-generated content, respond to customer feedback, and create a sense of community around your brand.
4. Target the Right Media Outlets
Whether it’s niche food publications or fitness blogs, securing media placements in outlets that speak to your target audience is crucial for building credibility and brand awareness. Aim for media coverage that is aligned with your brand’s values and mission.
While it can be challenging for small food brands to compete with industry giants, PR is a powerful tool that can level the playing field. Siete Foods and Perfect Snacks demonstrate how authenticity, strategic partnerships, and a well-crafted brand story can elevate a small food brand to national prominence. By focusing on what makes them unique and connecting with consumers on a personal level, these brands have shown that PR is not just about media coverage—it’s about creating meaningful relationships with your audience.
Small food brands may not have the big budgets of their larger competitors, but with the right PR strategy, they can make a significant impact, turning their niche offerings into household names.