It’s time to cook up a storm for your food clients with NORTH’s guide to working with food brands on a global scale.
From tips on how to make prospecting easier to understanding food lingo, we’re spilling the beans on all the juicy tips to improve your link building for global food clients.
Read on to find out more.
National Food Days
National Food Days are the creme de la creme for digi PRs. Not only do they help spark your creative flow for campaign ideation, but the popularity of them means you’re guaranteed to gain links fast! There’s a national day to celebrate almost every type of cuisine, dessert and ingredient, so no matter what type of food brand your client is, you’ll be able to utilise the National Food Days calendar to your advantage and create a campaign that every journo will be drooling over.
But what do you need to consider when using awareness days for a global food campaign?
As obvious as it may sound, you need to remember that national days aren’t consistent from country to country. What is celebrated in the UK, won’t be celebrated in the US, so it’s best to make sure your campaign idea relates to the right food day in the right country, otherwise you might end up with a little bit of egg on your face.
We all know that the recipe for success in any campaign is making sure the prospecting list is Michelin star level! You can spend as much time as you want in perfecting the research, content and email pitch, but if your outreach list isn’t relevant, it’ll be difficult to gain any coverage.
It’s especially important to take your time on this part of the campaign when you’re prospecting for unfamiliar countries, too. If we asked you to name ten UK food publications right now, you probably could without hesitation, but if we asked you to do the same for Australia, you’d probably start to struggle.
One great tip to help you find relevant publications around the world is to tweak your google search. Below is an example of how to find Australian publications that have written about veganism:
This will help you to find relevant journalists quickly, as well as discovering niche food publications that you would maybe not know about unless you were a resident of that area.
Similar to the importance of prospecting, the time you decide to outreach your pitch is crucial to ensure maximum coverage.
When working with food brands across the globe, it’s key to bear in mind the time differences for each country to ensure you’re targeting the journalists in the morning, not at 3am!
In the UK alone, there are nearly 40 different accents, all of which have their own unique pronunciations, slang and words, and when it comes to food and drink lingo, you could write a whole separate dictionary just for our tiny island!
Whether you call it a brew, a cuppa or a Rosie Lee, you need to make sure when you’re writing for your client, you’re using the right terminology for your target area. And it’s not just the UK to consider. All over the world, countries have their own dialect when it comes to food, so make sure to do your research beforehand to avoid the chips and fries confusion!
Working with bloggers
With over 600 million blogs worldwide, it’s as easy as pie to reach your desired audience anywhere in the world.
Food blogging has become more and more popular, with new foodie sites popping up as fast as popping popcorn, and it’s time to use this to your advantage.
By working with food bloggers, it means you’re able to target the exact audience your client is looking for no matter where in the world that may be. It’s a great way to gain links, increase brand awareness and attract potential customers… Seriously, it’s a triple win!
We hope this guide has given you a little bit more insight into the world of digital PR on a global scale, and if you’re eager to learn more, then check out some of our other articles over on our blog!