Author: Sam Houston

Over the years, our food and drink marketing agency has worked with brands from all over the world, from start-ups to household names.

As a family-run food and drink marketing agency, we’re hands-on, collaborative and probably a bit more informal than most. We have honest conversations and ideas can move quickly, as the people you meet are the people doing the work.

Here’s a little insight into how we like to work with brands.

A Hands-On Food and Drink Marketing Agency

The people you meet are the people doing the work.

We don’t pass projects down through layers of account managers or disappear after the first meeting. Whether it’s PR, content creation, social media, events or digital marketing, we stay closely involved throughout.

We Look Beyond Traditional PR

The strongest results usually happen when PR, social media, events, digital content and sales strategy work together rather than separately.

Sometimes a great press story can fuel social content for weeks. Sometimes an event creates retailer conversations. Sometimes SEO supports a wider brand campaign. We always try to match everything up – whether that’s looking at it ourselves or working with in-house teams.

Creative Food and Drink Marketing Ideas Matter

We’re constantly thinking about fresh ways to get products in front of people. We write lists, long lists of ideas, when we meet new brands.

That could mean experiential marketing, creative media angles, influencer partnerships, trade campaigns, sampling opportunities or content designed to stop people scrolling.

The aim is always the same: create marketing that people actually remember, want to taste and want to share.

Long-Term Relationships Help Brands Grow

Between us, we’ve got more than 50 years of combined experience in food and drink PR and marketing.

Over the years, we’ve built strong relationships across media, retail, hospitality and the wider industry. We’ve also worked with brands from all over the world, including businesses launching into the UK market for the first time.

Those relationships and that experience help us move quickly and spot opportunities.

We work like a team because we are one

Being a ‘family’ business means we’ve been a team from day dot. From football on the drive, to taxis home after nights out, to covering for each other when we were younger -we’ve always worked together and know each other inside out.

Knowing each other so well means there’s a lot of trust, quick thinking and honest conversations, which we think clients appreciate.

Most projects start the same way for us: a conversation about where a brand wants to get to, what makes it different and how we can help get it in front of the right people.

Is it time for a chat with Hungry?

Whether it’s a start-up finding its feet or an established brand looking for fresh ideas, we always try to keep things creative, collaborative and straightforward.

Get in touch if you’d like to chat. Hannah

Experiential food and drink marketing is one of the best ways to get people to spend a bit of time with a brand.

Not just walk or scroll past it. It gives people a reason to stop, try something and have a quick chat.

The JAZZ™ Apple van is a great example of how that works in real life.

We led and managed the project, from the first design idea through to build, stickers and certification. The aim was simple and clear – with a chunk of Hungry fun. Make something that is eye-catching and looks good, but more importantly, works hard at busy UK events.

Built for experiential food and drink marketing at events

This is not just a van that turns up and looks nice.

It’s big, bright blue and easy to spot from across a showground, field or exhibition space, which helps when you’re one of hundreds of stands.

Everything is packed inside it. Stock, equipment, everything you need for a full day of product sampling. The team travels in it too, so you arrive, open up and you’re ready to go.

There’s no complicated set up. Once we’re there, we’re pretty much ready to go.

For food and drink event marketing, that kind of simplicity makes a big difference and gives you time to look at other details. Particularly spending time with customers.

Make product sampling something people enjoy

Product sampling sits at the heart of most food and drink marketing, but it only works if people actually want to stop. So, we gave people an area to sit and enjoy.

Deck chairs out the front. Space to sit and rest their legs. Somewhere people can pause rather than rush past. It gives people more time to get to know you and try the product, in this case, apples.

Then we added simple things to draw people in. Hula hooping, limbo, apple challenges for kids. All things to make some noise, movement, laughter and fun. A place where parents can sit and let their kids enjoy some games – whilst eating a healthy snack too.

It’s nothing over the top but just enough to create a bit of atmosphere and keep people there a little longer.

Taking experiential food and drink marketing across the UK

The JAZZ™ Apple van has travelled all over the UK as part of a wider experiential food and drink marketing campaign.

The last two years have included:

• Foodies Festivals in Brighton, Cardiff, Chelmsford, Glasgow, Tatton Park, Oxford and Bath
• Great Yorkshire Show
• Big Feastival
• Pub in the Park
• Good Food Show Winter
• National Fruit Show
• Supermarket visits and British apple events

Across these, JAZZ™ was in front of over 500,000 people.

That’s a lot of face-to-face time, which is exactly what this kind of marketing is about. Plus, the van will be back on the road this year – so more awareness and more samplings.

Turning interest into trial through experiential marketing

One of the biggest strengths of experiential food and drink marketing is that people can try the product there and then.

At Brighton Foodies Festival alone, over 10,000 apples were sampled and sold across one weekend.

That’s not just awareness. It’s people tasting, enjoying and being far more likely to pick them up again later. And with a big blue van, friendly sampling team and memories made at the event – they’ll remember the brand when they see it next.

Why this approach works so well

There’s a reason brands keep coming back to this kind of activity.

• You go to your audience instead of waiting for them.
• You show up consistently, in different places, with the same look and feel.
• You give people a bit more time with the product.
• And you get real conversations, which is what we love best about this type of marketing.

More than just a marketing van

The JAZZ™ Apple van has become a key part of how the brand shows up.

It carries everything needed for events. It stands out in busy environments. It creates a space people want to spend time in and we have feedback of people returning to us again and again at different events.

Most importantly, it helps turn a quick taste into something people remember.

For food and drink brands, that’s what good experiential marketing should do.

If you’re looking at ways to bring your brand to life like this, we’re always happy to have a chat.

Hannah

This month’s pick is a great drinks PR coverage example, and a big one for us featuring Karisimbi White Rum.

A feature in The Guardian’s The Filter, written by one of the UK’s most respected drinks writers, highlighting some of the best rums available right now.

And yes, our client made the cut.

The Coverage

The piece, “Best rums tested in the UK”, is exactly the kind of coverage drinks brands want to land.

It’s authoritative without being intimidating, genuinely useful for readers, and sits in a place where people are actively looking for recommendations. Not just browsing, but thinking about what to buy next – something for themselves or maybe a present. An easy click and buy once they’ve found their star product.

Karisimbi was included as part of that curated edit, alongside other standout bottles, which immediately positions it in strong company.

Why This Drinks PR Coverage Works So Well

There are a few reasons this worked so nicely, and none of them are about blasting out a press release and hoping for the best.

1. It’s built on a relationship

We’ve worked with this journalist over time, keeping in touch, sharing updates and understanding what she’s interested in.

That means when something new and relevant comes along, we’re not starting from scratch. There’s already trust there.

It also means we know the kind of pieces she writes. Regular tasting round-ups like this are a staple, so we can spot the opportunity early and make sure our products are part of the conversation.

We are also on her call-out list – she knows what we do and the type of brands we look after.

2. We got the product in front of the right person

This sounds obvious, but it’s often where things go wrong.

Tasting pieces rely on the journalist actually trying the product. So it’s about timing it right, making sure samples are sent when they’re needed, and that they arrive and stand out.

Karisimbi is a great example of a product that delivers when it lands on someone’s desk. It looks the part, it has a story, and most importantly, it tastes brilliant.

3. The product has a story beyond the liquid

Karisimbi isn’t just another rum.

There’s a strong narrative behind it, including a link to gorilla conservation, which gives it a purpose beyond the bottle. That kind of detail matters, especially in lifestyle features where readers are connecting with more than just flavour.

Plus, we were quite deliberate with what we sent. White rum isn’t the obvious choice at the moment, which actually worked in our favour. It meant we weren’t up against all the bigger, darker styles, and it gave us a better chance of standing out. This one’s an award winner too, and not your typical white rum, so it really holds its own.

It gives the journalist something extra to talk about and helps the product stick in their mind and mouth.

4. It fits the format perfectly

Not every product suits every piece.

Round-ups like this need variety, quality and a reason to be included. Karisimbi ticks those boxes, so it doesn’t feel forced or out of place.

It’s a natural fit, which is exactly what you want.

The Bigger Picture

This is a great reminder that strong coverage often comes down to consistency.

Keeping relationships warm. Knowing what journalists are working on. Sharing the right products at the right time.

There’s no big reveal or one-off trick here. Just doing the basics really well, over time.

And when it comes together like this, the results speak for themselves.

If you want your brand to be part of conversations like this, get in touch. We’re always happy to chat.

Until next time. Thanks, Hannah

Each month, we’ll share a recipe or cocktail we’ve created and shot in-house, showing how we bring products to life through content.

This month’s recipe is all about big flavour with minimal effort. Smash burgers are having a bit of a moment, and this version brings something a little different.

These Thai-inspired pork smash burgers use grated JAZZ™ apples for a fresh, slightly sweet twist that works perfectly with chilli, coriander and rich pork. Quick to make and full of flavour, they’re ideal for easy dinners or summer cooking.

How to make Thai-inspired pork smash burgers

Serves: 6

Prep time: 10 minutes
Cook time: 10 minutes

Ingredients

• 1 JAZZ™ Apple, grated
• 500g minced pork
• 30g fresh coriander, finely chopped (leaves and stalks)
• 1 red chilli, finely sliced
• 1 egg, beaten
• 6 burger buns
• 6 lettuce leaves
• 1 tomato, sliced
• Sriracha mayonnaise, to taste
• Sea salt
• Neutral oil for frying

Method

Add the grated apple to a large bowl with the pork, coriander, chilli and beaten egg. Season with salt and mix well until combined.

Divide into 6 and roll into large meatballs.

Heat a splash of oil in a large pan until hot. Add one meatball at a time and press down to form a thin burger patty. Cook in batches so the pan doesn’t get crowded.

Cook for around 2 minutes on each side, until nicely browned and cooked through.

Serve in burger buns with lettuce, tomato and a drizzle of sriracha mayonnaise. Go for one patty or two depending on how hungry you are.

Why this recipe stands works

Adding grated apple keeps the pork really juicy and brings a bit of sweetness that balances the heat from the chilli. It’s simple, but it makes a big difference and gives the whole thing a fresh twist.

How we’d bring this to life for you

This is the kind of recipe we create to make a product feel easy to use and genuinely appealing. Nothing overcomplicated, just something people can picture themselves making.

We’d plan this with a clear use in mind from the start. It could sit as a press-ready recipe, social content, or something to bring more life to a website. Often it does all three.

Everything is shot by us in-house, so we can talk about how it looks and works for you, how it’s styled, and how it sits in a magazine page or online. It means the final content feels consistent and works where it needs to.

It’s always about more than the recipe. It’s about giving the product a reason to be picked up, talked about and shared.

Need something like this?

We create recipe content like this for food and drink brands, designed to work across social, press and digital. If you’re looking to build something similar, drop us a message.

Until next time. Hannah

Each month, we’ll share a piece of coverage we’ve loved – and why it worked.

This month, it’s Distilled Brunette featured in Decanter – both online and in print, and a good example of how to get press coverage right.

How to get press coverage: a real example

Why it worked

1. The product did a lot of the work for us

Lucky us, who get to work with such cool, innovative brands.

A clear coffee liqueur isn’t something you see every day.
It’s simple, but it gives a journalist an immediate reason to pay attention.

2. The groundwork was thorough

Before anything went out, a lot of work went in.

We shot the photography ourselves, styled it, and thought carefully about how the product should look and be presented. Cut outs and lifestyle shots were created to work for different media too. We prepare everything because you never know what you’ll get asked for.

We worked closely with the brand to shape the story and pull together the press release, making sure everything was right, consistent and ready to go.

So when we went out to press, everything was already in a really strong place.

This is where a lot of the work happens – and it’s key to getting strong press coverage.

3. It was the right place for it

We didn’t have many samples (samples are tougher to get now than ever. But that’s for another blog post). Decanter is a leading voice in the drinks industry, so it made complete sense for this product.

So, it wasn’t about sending it everywhere, just sending it where it fit.

4. We knew who we were speaking to

We’ve built a relationship with the Spirits Editor over time, so we understand what they’re interested in and how they like to work.

5. The story was clear (excuse the pun)

No overcomplicating it.
Straightforward, easy to understand, and straightforward USP’s. We knew the product and knew it tasted good. It also looked beautifully in the bottle and in the glass, so would stand out on the page.

6. We got the product in front of them

Samples were sent quickly, so they could try it and understand it.

It really makes a difference to have something they can see, feel and taste – before anyone else.

7. We followed up (without overdoing it)

Just a simple nudge at the right time.

The Coverage

The feature appeared in Decanter online and was also included in the print magazine – which was a great result for us and our client.

Brunette Clear is a really interesting take on a coffee liqueur. It’s completely transparent – which immediately sets it apart – and is made using parts of the coffee plant that are usually overlooked, like cascara and coffee blossom. The result is a much lighter, less sweet profile than you’d expect, with more delicate, floral and fruity notes. It’s designed to open up new ways of using coffee in drinks, from a clear espresso martini to cocktails where coffee wouldn’t usually feature.

It’s a good reminder that the best coverage usually starts way before the pitch.

We love seeing a story come together like this when everything’s been thought through early on.

More next month.

Hannah.