In the midst of flashy stunts and viral campaigns, there exists another side to food public relations— one grounded in empathy, authenticity, and shared experience. While the loudest brands dominate headlines with daring activations and celebrity tie-ins, a quieter revolution is taking place beneath the surface.
More and more food companies are shifting toward community-first PR—an approach that emphasizes real people, local engagement, ethical values, and storytelling over spectacle. It may not always trend, but it builds a level of trust and loyalty that even the boldest campaigns can’t always match.
Here, we explore five compelling examples of food brands using this subtle, values-driven approach to win hearts—and customers.
Vita Coco’s Community Pop-Up: Coconut Water for the People
On Valentine’s Day, instead of rolling out an influencer campaign or romantic-themed packaging, Vita Coco chose a grassroots strategy. The coconut water brand set up a small pop-up in Washington Square Park, inviting passersby to enjoy free Strawberries & Crème mocktails.
There were no celebrity hosts or TikTok dancers—just simple, delightful interactions. Passersby posted organically, journalists dropped by, and the vibe was authentic. The event aligned with Vita Coco’s larger PR goal: to reposition itself not as a premium wellness drink, but as an accessible, everyday beverage for all.
The result? A surge in goodwill and increased urban brand recall. No gimmicks. Just real moments, shared naturally.
Ben & Jerry’s: When Ice Cream Meets Activism
No brand marries values with product better than Ben & Jerry’s. Their “Save Our Swirled” campaign was an early example of corporate climate activism. Alongside launching a new flavor, the brand partnered with Tesla and Avaaz to promote climate awareness and policy change.
They didn’t just sell ice cream—they educated, engaged, and organized. The campaign featured branded Tesla vehicles delivering scoops, a robust digital petition platform, and educational content that made the issue digestible—literally.
For Ben & Jerry’s, PR is never just about promotion; it’s advocacy. And consumers respect them for it.
Barilla’s Spotify Playlists: Stirring Up Joy With Music
Barilla’s clever creation of “pasta timer” playlists on Spotify was as brilliant as it was simple. Each playlist corresponded to the ideal cooking time for different pasta shapes. Instead of a timer, you got a musical journey—from “Moody Day Linguine” to “Sunday Funday Fusilli.”
This wasn’t just fun—it was functional, brand-aligned, and surprisingly intimate. It made Barilla part of people’s kitchens, music routines, and emotional landscapes.
By weaving their brand into daily rituals, Barilla stayed top-of-mind—without shouting.
Starbucks’ User-Generated Campaign: A Spring Awakening
Rather than launching an over-produced ad campaign for its spring drinks, Starbucks focused on co-creation. Through the “Sip Into Spring” campaign, Starbucks worked with micro-influencers and everyday customers to generate real content—photos, reviews, aesthetic videos.
The goal wasn’t perfection—it was participation. The result was a sea of Instagram posts and TikTok reels that felt organic and joyful. Starbucks made its fans into ambassadors, not just customers.
And that authenticity led to something more powerful than impressions: connection.
HelloFresh’s #RefreshWithHelloFresh: Real Influencers, Real Results
HelloFresh UK launched a powerful PR campaign by enlisting both micro-influencers and household names like Davina McCall for a 21-day cooking challenge. Each participant shared their journey, posted meals, and encouraged audiences to cook along.
But the magic wasn’t in the big names—it was in the diversity. Parents, students, busy professionals—all showing real, imperfect, relatable experiences. The brand positioned itself as practical, supportive, and human.
The outcome? Hundreds of thousands of engagements, and a reputation for being more than just a meal kit. HelloFresh became part of people’s lives, not just their dinners.
Why Quiet PR Works
1. It Builds Trust
Consumers are increasingly skeptical of overly polished advertising. Real voices and community content feel safer, more honest.
2. It Emphasizes Longevity
Unlike a viral stunt, these campaigns build relationships over time. They encourage repeat engagement, not just clicks.
3. It Highlights Values
From sustainability to inclusion, these efforts let brands align with the deeper concerns of modern consumers.
4. It Encourages Participation
People want to be part of a brand’s journey—not just watch it unfold from the sidelines.
Bold PR may capture attention, but community-first PR captures hearts. As consumers demand more from brands—more transparency, more ethics, more humanity—the food industry is adapting.
Today, being loud is an option. But being meaningful is a necessity.
The future of food PR isn’t just about virality—it’s about values, vision, and voice. Whether you serve burgers or smoothies, the brands that will thrive are the ones who know when to speak—and when to truly listen.
