Public relations for food brands
We admit it, our first and enduring love is helping CPG food brands thrive.
↓ Case studies
Our public relations services
Media Relations
We have solid relationships with A-list influential writers, reporters and news producers — from GMA, TODAY and CNN, to The New York Times and USA Today.
Awards & Accolades
We know how to highlight the key product attributes that editors respond to — winning food and industry awards that build lasting credibility.
Media Training
We teach you how to predict media questions and avoid common interview pitfalls, so you can focus on delivering your key messages with confidence.
CPG Expertise
We’re experts in growing CPG food and beverage brands, drawing from over two decades of experience to fast-track our clients' PR success.
Work that rises above the noise
We help brands earn attention with a blend of public relations, social media, events and design.
Halo Top 10 Flavors Launch
ScopeAs Halo Top’s agency of record for PR and social media — from launch to being named the best-selling pint of ice cream in America — Crier ran many campaigns. This 10-flavor launch is just one of them.
ChallengeCharged with promoting the launch of ten new flavors of ice cream in the not-so-ice-cream-friendly month of October, Crier was tasked with building a campaign that would activate ice cream lovers everywhere.
StrategyTapping into Halo Top’s most loyal fans, followers, celebrity influencers and media, we teased each new flavor for the ten days prior to launch on 10/10, offering a year’s supply to those who liked and shared the daily flavor teaser.
Results51 pieces of coverage with an online readership of 507 million. Our social campaign earned 156M impressions with a 115% total fan increase — plus over 80K Instagram comments and 60K Facebook messages. Coverage even included a now-famous GQ feature detailing what it’s like to eat nothing but Halo Top for ten days.
Western Governors University
ScopeCrier served as WGU’s agency of record for PR and social media for 10 years.
ChallengeUsing primarily media relations, Crier was tasked with raising the national and regional profile of the non-profit, competency-based online university in an extremely competitive landscape.
SolutionCrier leveraged inspiring student stories from across the country and highlighted WGU’s unique use of technology to secure both regional and national media wins.
ResultsCrier secured editorial placements for WGU in hundreds of news outlets including NPR, USA Today, The Associated Press, The Los Angeles Times, The New York Times, CNN & MSNBC.
Crier Street: Guerrilla Projection Marketing
ChallengeBrands ranging from snacks to wine to body contouring needed to cut through the static imagery and high costs of traditional outdoor advertising — reaching consumers at the exact moments and places they congregate.
SolutionCrier Street deployed guerrilla projection campaigns — huge, colorful, mobile projections supported by street teams — at high-traffic events matched to each brand’s demographic. For Pretzel Crisps, we hit New York Fashion Week with mobile projections (“Perfect for skinny dipping”), product seeding and street team sampling, getting samples into the hands of top models, media and fashion moguls — and snapping backstage PR shots as models snacked between runway jaunts. For the Austrian Trade Commission’s Austria Uncorked! wine tastings, we projected a series of cheeky “bottle slogans” (Get Your Grüv On, Kiss My Gemischter) across landmark buildings in San Francisco and New York, including onto the Guggenheim. For Zerona, street teams armed with “Melt Your Muffin Top” projections and promo postcards worked the crowd outside the Shakira concert in L.A.
ResultsBoth Austria Uncorked! events sold out — nearly 300 attendees in San Francisco, 600+ in NYC — with coverage in The New York Times and Wine Spectator totaling 147.9 million media impressions, plus 750 new Facebook fans and 500+ Twitter followers. Zerona’s projections sent consumers flocking to Zerona.com to book free consultations, and Pretzel Crisps earned brand exposure and PR imagery from the heart of Fashion Week.
Davidson’s ‘Egg Mixer’ Events
ChallengeTo increase awareness and generate buzz among media and influencers for Davidson’s Safest Choice Eggs as the safest egg option, thanks to its unique pasteurization method.
SolutionCrier organized a media/blogger cooking class and tasting event with celebrity Chef Brooke Williamson at high-profile cooking schools in Santa Monica, New York City, Chicago and Miami.
ResultsCoverage included Los Angeles Magazine, LA Weekly, Daily News, KCRW, Livestrong.com and Hungry Girl — and the Crier-designed carton overwraps were used post-event by Davidson’s team.
Holy Grail Steak Co.
ChallengeThe Crier team was tasked to generate media buzz surrounding the launch of this new luxury online brand by securing ongoing coverage to keep up the momentum post-launch.
SolutionWe focused on what made Holy Grail different from every other online steak company: being the first and only online source for Kobe beef and other very rare animal proteins.
ResultsWe secured over 5 billion impressions from outlets ranging from Esquire, Town & Country, Robb Report, Gear Patrol and Forbes to Real Simple, Goop, Urban Daddy and Food Beast.
#BFreeWithJulie Events
ChallengeCrier was enlisted to introduce this Irish brand to the US market, grow consumer and trade awareness, and generate buzz among A-list media and top social media influencers.
StrategyWe teamed up Julie Montagu — Instagram sensation, author and yogi — with VIP influencer events in New York and Los Angeles, alongside an Instagram campaign focused on US awareness.
ResultsWe generated over eight million social media impressions and earned more than 987 million print and online media impressions, including a lengthy segment on Entertainment Tonight.
Wild Planet Foods
ScopeCrier served as Wild Planet’s agency of record for PR and social media for 10 years.
ChallengeLeveraging PR and social media, Crier’s mission was to establish the brand as the first large-scale, sustainably focused seafood company in the country.
SolutionWe sought every review, industry accolade and award to position Wild Planet tuna as the most sustainable and delicious tuna available.
ResultsWe earned over 3,600 placements and 40 industry awards for taste and sustainability, helping the brand grow revenues ten-fold from when we started.
Manscaped
ChallengeTwo years post-launch, Crier needed to show reporters MANSCAPED was still newsworthy — while evolving the brand story to include a new mission and philanthropic partnership without alienating its existing fan base.
SolutionCrier helped identify the brand’s new battle cry, “We Save Balls,” tying its products to its partnership with the Testicular Cancer Society while staying loyal to the brand voice — showing Manscaped is serious about helping men be healthy and confident.
ResultsCampaign coverage included 23 placements and over 245K online views, with features in Fast Company, GQ, Men’s Health and Esquire.
Carex Health Brands
ChallengeIn a crowded home health and wellness market where medical devices rarely earn consumer press, Crier was tasked with building mainstream credibility for Carex/Compass Health Brands — positioning products like the Day-Light Sky therapy lamp and AccuRelief drug-free pain relief as aspirational wellness tools, not clinical equipment.
SolutionCrier pitched A-list contacts across health, lifestyle and trade media, landing a named expert recommendation in Vogue that seeded a year-long editorial chain. We secured Dr. Norm Shealy as a media-facing physician voice and pivoted to authentic micro-influencer reviews as larger bloggers moved to paid posts.
ResultsCoverage spanned The New York Times/Wirecutter, Vogue, HuffPost, Prevention (3× recommended), Bustle, Apartment Therapy, The Cut, Woman’s Day and Forbes — 21 placements across 17 outlets reaching 650M+ combined monthly online audience.
Austria Uncorked Wine Tasting Events
ChallengeThe Austrian Wine Marketing Board engaged Crier to produce their first-ever ticketed wine tastings — trade and consumer events in San Francisco, New York, Chicago and Los Angeles.
SolutionTasked with branding Austrian wine in a fresh way, Crier created the name, logo, website and slogan: “Get your grüv on!” We promoted it with online banner ads, guerrilla building projections, social media and turnkey event management.
ResultsNearly 300 consumers attended in San Francisco and more than 600 in New York City, with stellar turnouts in LA and Chicago — earning press in The New York Times and The Wine Spectator and over 147 million media impressions.
Food For Life
ChallengeFood For Life’s Ezekiel 4:9 sprouted whole grain breads, cereals and English muffins are beloved by health-conscious shoppers — but the brand needed a consistent, health-forward social presence to grow awareness and community across every platform.
StrategyCrier became Food For Life’s social media agency of record: a custom strategy and competitive analysis, an on-brand voice, five original posts a week plus weekly TikToks and daily Pinterest, original food photography and recipe videos styled and shot in our test kitchen, influencer partnerships and managed paid social — all backed by monthly analytics.
ResultsOver five years (2019–2024): 59.2M impressions, 633K engagements and a 200% audience increase (70K net new), with post link clicks up 244% and Instagram impressions up 140%. Recipe and social videos drew 1.3M views, a Canadian influencer program added 17 collaborations and 74K+ reach, and paid Facebook delivered 28.9M impressions at a $0.29 CPC.
Miss Maude’s Chocolate
ChallengeUber-premium Miss Maude’s Chocolate engaged Crier for a one-year brand-amplification program — earning press for a luxury chocolate in a crowded gifting category, and giving it visuals as indulgent as the product.
StrategyCrier put the whole agency to work: media relations through our press contacts, original social content, and campaign photography and food styling shot in our test kitchen — capturing the richness and craft of every piece.
ResultsA year of earned coverage across food, lifestyle and gifting media — including Forbes, CNN Underscored, BuzzFeed, Refinery29, TODAY, TrendHunter and Taste of Home — backed by a library of original Crier-produced photography and styling that carried the premium story across PR, social and the brand’s own channels.
Erchonia Medical
ChallengeErchonia Medical needed to launch the Zerona — the first low-level laser cleared for non-invasive fat reduction — and earn credible national attention for a no-surgery, no-downtime body-contouring breakthrough in a skeptical beauty and medical press landscape.
StrategyCrier built a national media-relations launch around both the science and the story: FDA clearance, physician spokespeople and real patient results, paired with the irresistible consumer hook of losing inches without surgery — pitched hard across top-tier broadcast, print and digital health and beauty media.
ResultsBroadcast: TODAY (4M viewers), Good Morning America (3.8M), The Early Show (2.4M), the Rachael Ray Show (1.5M) and Bravo’s Real Housewives of Atlanta (aired nine times). Print: The Wall Street Journal, The New York Times, USA Today, U.S. News & World Report, Harper’s Bazaar, SELF, Women’s Health, Woman’s World, Consumers Digest, Daily Mail, The Daily Beast, Allure and ConsumerReports.org.
ProLon / L-Nutra Health
ChallengeIn a market saturated with health fads and trendy diet schemes, Crier was tasked with generating buzz and educating the public about ProLon — the science-based Fasting Mimicking Diet from L-Nutra that delivers the benefits of fasting while eating ProLon’s proprietary plant-based meals for five days.
SolutionCrier pitched A-list contacts at top health, science and lifestyle publications, securing high-profile national and local placements across broadcast, online and print. We also introduced the brand to influencers including celebrity trainer Lauren Roxburg, Sophia Bush and biohacker Ben Greenfield.
ResultsCoverage spanned TIME, Fox Business, Reuters Health, Business Insider, HuffPost, mindbodygreen, The Doctors and goop — plus broadcast placements on Fox News Los Angeles, KTLA, KABC and Fox News Austin.
Day-Lee Foods Gyoza
Eating Championship
ChallengeDay-Lee Foods needed to turn a once-a-year cultural event — the World Gyoza Eating Championship at L.A.’s Nisei Week — into a national media moment for a brand competing in the crowded frozen foods aisle.
SolutionCrier served as PR agency of record for the championship five years running, building a repeatable media franchise around the spectacle: pitching food, entertainment and sports press, booking contestant appearances, and leveraging returning champion Joey Chestnut as a celebrity draw — including a co-hosted Fox 11 News segment.
ResultsCoverage spanned the L.A. Times, LA Weekly, Los Angeles Magazine Online, Epicurious, USA Today, Thrillist and AOL, plus television placements on TMZ (national), TMZ Sports across multiple local markets, and ABC 7 News Los Angeles, with contestant appearances on E! News and NBC LA.
Breyers YoCrunch:
Snack Trade Up
ChallengeBreyers wanted to position YoCrunch as the healthy post-Halloween swap — and get parents to actually act on it — without a big-budget promotion.
SolutionCrier engineered a simple, irresistible trade: mail in any candy wrapper, get a coupon for a free treat-topped YoCrunch yogurt. We pitched the promotion as a timely parenting story, landing broadcast and mommy-blogger coverage nationwide — and the wrappers poured in by the boxful.
ResultsThe promotion generated 37.2 million online impressions across blog coverage reaching 14.8 million monthly visitors, print coverage totaling 428,767 impressions, and television coverage reaching nearly 700,000 viewers (1.7 million impressions) — including ABC affiliates in Philadelphia and Denver — at a combined PR value of over $87,000.
SnoreStop:
A ‘Head’ for Business
ChallengeSnoreStop, an over-the-counter sleep remedy, needed breakthrough brand awareness on a challenger budget in a category dominated by pharma giants.
SolutionWhen 21-year-old Andrew Fischer auctioned his forehead on eBay as ad space, Crier saw the story before anyone else. We secured the winning bid for SnoreStop, then engineered a rapid-fire international campaign — original press releases, press tours, follow-up business and lifestyle angles, special events, and a national search for the next “Forehead Guy or Gal” — that kept the story alive for months instead of days.
ResultsWithin 24 hours, coverage hit the Associated Press, Wall Street Journal, Good Morning America, CNBC, Christian Science Monitor and Inside Edition, followed by CNN, the Today Show, USA Today, People and hundreds of radio interviews worldwide — an estimated $1 million in publicity that drove a five-fold increase in online sales.
Vitamix: Blending History
ChallengeVitamix wanted to connect its heritage — founder William “Papa” Barnard created America’s first infomercial in 1949 — to a new generation of home cooks and grow its digital audience.
SolutionCrier built the “Pitch Me!” campaign, a national video contest to find the next Vitamix demonstration star, anchored by a custom microsite where fans submitted and voted on their own blender demos for a $10,000 grand prize — turning Papa’s 1949 pitch into user-generated content six decades later.
ResultsThe campaign delivered a circulation of 79.8 million and nearly 200 million media impressions.
Petaluma Poultry
ChallengePetaluma Poultry wanted to deepen its roots as a community brand — connecting with consumers face-to-face while supporting a key local retail partner.
SolutionCrier produced A Taste of Sonoma County, an organic and local food showcase sponsored by Petaluma Poultry, curating participation from 40 local, non-competing vendors and pitching regional media to amplify the event well beyond the day itself.
ResultsThe showcase drew more than 1,000 attendees, strengthened ties with the brand’s retail partner, and generated media coverage reaching over 125 million impressions.
Stonefire Authentic Flatbreads
ChallengeStonefire Authentic Flatbreads needed to get its product directly into the hands of the nation’s most influential food media — not just onto their desks.
SolutionCrier hosted an intimate media and blogger cooking class and dinner built around Stonefire naan, giving editors a hands-on, up-close experience with the product and connecting the brand with key influencers.
ResultsGuests included the Today Show, Real Simple, Food Network Magazine and Good Housekeeping, with resulting placements reaching more than 30 million impressions.
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