Securing earned media for food brands can be challenging, especially when trying to avoid coming across as a commercial instead of a compelling story. The good news? There are creative, engaging ways to position your or your client’s brand that highlight its heritage, personality and offerings without feeling overly “sales-y.”
In this post, we’ll explore five unique media pitch angles to help your food brand stand out and win coverage that resonates.
#1: Giveaways
Outlets love to give back to their loyal audience and offering gift cards is a great, easy way to secure coverage. But if you want to stand out and spark additional buzz, it’s time to think beyond the basics.
Is your client sponsoring a local music festival? Provide the station with a few event tickets or a VIP experience to give away on your behalf. Trying to get coverage on a new product launch? Invite the outlet to select a pair of lucky winners for an exclusive behind-the-scenes kitchen tour and first taste.
These creative giveaway opportunities not only drive engagement but can also increase the likelihood of earning more media mentions for your food or restaurant brand.
#2: Food Drops
As we all know, journalists and media professionals often have long days and odd hours. One way to win over their hearts? Drop off some hot, delicious food.
This small gesture not only expresses appreciation but can organically lead to positive, conversational media mentions. To amplify the impact, food drops can also be paired with gift card giveaways. For instance, if you’re promoting a new restaurant location, deliver a few menu items that will be available at the grand opening, along with a gift card that the station can offer to its audience.
It’s a win-win: you’re building goodwill while increasing visibility for your brand.
#3: Kitchen/Bakery Tours
Whether you’re unveiling a new limited-time menu item or celebrating the rich history of your brand, pulling back the curtain can be a powerful PR move. Offering media a behind-the-scenes tour of your kitchen or bakery adds authenticity and gives your brand’s personality room to shine.
These immersive experiences make for compelling storytelling and are a standout pitch angle when seeking earned media coverage.
#4: Behind-the-Scenes Access
While this pitch may work best if geared toward a reporter with whom you have a strong relationship, it can lead to one of the most impactful and memorable media stories. If you have a big promotion coming up with exciting visuals and storytelling, invite a journalist or reporter to spend a day behind the scenes.
Let them witness real customer interactions, the hustle of your team and the atmosphere that makes your brand special. This immersive access often results in compelling, human-centered coverage that goes far beyond a standard segment or press release.
Scooter Media client example: Last year, in honor of National Chili Day, Gold Star invited the Cincinnati Enquirer to literally ride along for a special celebration. Gold Star President & CEO, Roger David, was visiting multiple Gold Star locations to give random customers “Chili for a Year” packages and the reporter followed along to each stop. The coverage that resulted from the ride-along was amazing. The article was original and showcased the rich history that Gold Star has in the Cincinnati community. The Enquirer was also able to create a fun TikTok that gave viewers a glimpse into how special the day truly was:
@cincyenquirer How would you react to winning free chili for a year? #fyp #foryou #chili #goldstar #cincinnati #ohio #cincinnatiohio #food #foodtiktok #foodtok
#5: Cooking Demo
Cooking demos remain one of the most effective and recognizable earned media strategies for food brands. Bringing your chef into a newsroom kitchen creates a comfortable, familiar environment where they can shine. As a result, these segments typically feel genuine, relaxed and highly engaging for viewers. Demos not only showcase your brand’s culinary strengths but also build trust by putting a real face behind the food.
Securing earned media coverage for food and restaurant brands doesn’t have to mean playing it safe or sounding like a sales pitch. With a recipe of thoughtful planning, creative angles and a focus on authentic experiences, you can cook up organic and engaging media moments. It’s key to remember that the strongest media placements are built on collaboration, creativity and a little flavor.
For more media relations and social media tips for your restaurant or food brand, take a look at these Scooter Media blogs:
