The importance of trade PR to FMCG brands

Whenever we tell people that we work with Swizzels, makers of Love Hearts, Squashies, Parma Violets and many other well-known brands, they assume we create crazy, in your face consumer campaigns.

Although we have done our fair share of campaign activity (Parma Violet flavoured cheese anyone?!) and still liaise with the consumer media about general news and product launches, a significant part of our remit is handling the company’s media relations in the trade press.

After all, the success of FMCG companies is dependent on their retail distribution and relationships with buyers. Our activity ensures Swizzels and its many products are kept front of mind with this influential audience.

We are constantly in touch with trade publications such as The Grocer, Grocery Trader and Retail Newsagent to ensure they are up to date with all the latest news, products and campaigns coming from Britain’s favourite sweet manufacturer.

Such ‘hard’ news is supplemented with advice about merchandising, predictions about market trends, commentary about hot topics in the industry and profiles of key members of the Swizzels team.  On average, we secure over 20 such pieces each month.

So next time you see a sexy consumer brand, think of the ‘not quite as glamorous’ graft that goes on behind the scenes to get those products noticed and on the shelves of the stores that put the products in front of you!