This month, one of our favourite pieces was for British JAZZ™ apples in insideKENT magazine, celebrating 20 years since the apples were first planted commercially in the UK.
The feature explored the story behind the variety, from its New Zealand origins through to becoming one of Britain’s best known apples, while also spotlighting the growers, flavour profile and long-term success of the brand.
Why this British JAZZ™ apples feature worked for regional PR
The timing helped.
Anniversary stories are always a strong hook when there’s something genuine behind them and, in this case, there was a lot to work with. British JAZZ™ apples are celebrating two decades in UK orchards, with more than one million trees now planted across counties including Kent, Herefordshire, Norfolk, Essex and Gloucestershire.
The piece also tied together a few different angles which helped give it depth:
- 20 years of British growing
- The heritage and story behind the variety
- Award-winning taste
- Kent grower involvement
- Food and lifestyle appeal
- The wider JAZZ™ Apple Foundation work supporting communities and healthy lifestyles
Rather than feeling overly corporate, the article read as a genuine lifestyle and food feature, which suited insideKENT’s audience perfectly. Particularly as JAZZ™ are grown in the county.
British JAZZ™ apples and the importance of regional storytelling in food and drink PR
One thing we often say in food and drink PR is that regional media still matters hugely.
People connect with stories that feel close to home and this piece did exactly that. Kent plays an important role in the British JAZZ™ apples story, with growers including Monk’s Farm and Clock House Farm helping establish the variety commercially in the UK.
For regional magazines like insideKENT, stories with local relevance, beautiful imagery and a strong food connection work particularly well.
The visual side of this feature also helped it stand out. The photography felt warm, fresh and lifestyle-led, helping bring the orchards, apples and growers to life across the pages.
Why long-term food and drink brand building matters
Another thing this feature shows is the value of consistency over time.
British JAZZ™ apples have spent years building recognisable branding and consumer trust. From supermarket shelves through to food events and recipe content, the messaging around flavour, crunch and quality has stayed really consistent.
That makes milestone coverage like this feel earned rather than forced.
The article also referenced JAZZ™ being named the UK’s Tastiest Apple eight times, which gives journalists a simple proof point they can immediately understand and build a story around.
British JAZZ™ apples as a great example of lifestyle food PR coverage
We loved this piece because it balanced brand storytelling and celebration with something genuinely interesting for readers about their local area.
It wasn’t just about apples. It touched on British farming, food culture, healthy lifestyles, orchards, flavour and how a product becomes part of people’s everyday lives over time.
For us, that’s often where the best food and drink PR coverage sits, rooted in stories people actually want to read.
A lovely one to work on and a great example of how regional lifestyle press can deliver beautiful, meaningful coverage for food and drink brands.
Read the full article here.
Looking for food and drink PR support?
At Hungry Communications, we work with food and drink brands on everything from press office support and creative campaigns to product launches, events, influencer activity and long-term brand storytelling.
You can find out more about what we do on the Hungry Communications website.
Chat soon, Hannah