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East Anglia is home to a vibrant and diverse food and drink scene, from artisanal producers and craft beverage makers to innovative snack and grocery brands. These businesses are producing high-quality, unique products, but too often they remain under the radar of the wider public. In an increasingly crowded consumer marketplace, a strong and strategic PR presence is essential for East Anglian brands that want to stand out, build awareness and connect with the right audiences. Cutting through a crowded consumer market The consumer food and drink market is highly competitive, with new products and brands launching every day. Even the most innovative or high-quality products can struggle to gain visibility without strategic promotion. PR helps consumer food brands cut through the noise by telling compelling stories that resonate with their target audience. Whether it’s highlighting local provenance, sustainability, innovation or taste, PR ensures these narratives reach journalists, influencers and media outlets that shape consumer opinions. Through targeted campaigns in national and regional consumer media, PR amplifies brand messages in a way that advertising alone cannot. Consumers are increasingly seeking authentic brands with stories they can relate to, and media coverage provides the credibility and context that makes your products memorable. This is exactly what we do for our East Anglian client, Fairfields Farm. Building trust and brand credibility Trust is one of the most important factors for consumer brands. Consumers are more discerning than ever, looking for transparency in sourcing, production methods, ethical practices and sustainability. Media coverage from trusted outlets provides valuable third-party validation that strengthens consumer confidence. For East Anglian brands, PR offers the opportunity to showcase not only product quality but also the people, values and heritage behind the brand. Stories about local sourcing, artisanal production or environmentally conscious practices resonate strongly with today’s consumers and can turn first-time buyers into loyal advocates. Supporting growth and expanding reach Consumer food brands in East Anglia often aim to grow their customer base beyond their immediate region. PR plays a vital role in supporting this growth by generating consistent visibility across regional and national media, lifestyle publications and social channels. This visibility not only drives awareness but can also support retail listings, online sales and collaborations, helping brands reach new audiences and scale more effectively. A strategic PR approach ensures that every product launch or brand milestone is communicated in a way that maximises impact, ensuring your brand is not just seen but remembered. Competing with larger, national brands Smaller or regionally based businesses are often competing for attention with larger national or global brands that have significant marketing budgets and established media presence. Strategic PR helps level the playing field by focusing on storytelling, expertise and relevance rather than spend. East Anglian brands have compelling stories to tell, from innovation and sustainability to specialist knowledge and community impact and PR ensures those stories are positioned in a way that resonates with journalists and their audiences. East Anglian brands have the quality, stories and creativity to thrive on a national stage. A strong PR presence ensures those stories reach the right audiences, build trust and drive engagement that translates into growth. For brands looking to stand out in a crowded market, investing in strategic PR is an essential ingredient for long-term success.

PR has never been more important, yet in recent years, it has often been reduced to snippets of social media content or one-off press releases. While modern marketing tools and digital channels are undeniably powerful, the essence of proper PR, including strategic storytelling, strong media relationships and long-term reputation management, is being overlooked. Today, brands need to refocus on PR done the right way, the kind that builds trust, authority and meaningful engagement over time. PR is more than press releases and posts All too often, PR is mistaken for simply sending out a press release whenever something ‘newsworthy’ happens. While this kind of activity does have a role to play, it is only a small piece of a much larger puzzle. Proper PR starts with understanding your audience – who they are, what matters to them and how they consume information. It requires strategic planning, careful messaging and a clear understanding of the brand’s purpose. By approaching PR in this structured way, brands ensure that every piece of communication reinforces their values, builds authority and creates a coherent narrative that resonates over time, rather than being a fleeting headline or social post that disappears after 24 hours. Strategic storytelling builds credibility At its core, PR is about telling stories that matter. Consumers, partners and journalists are inundated with information every day, and only stories that feel authentic and relevant cut through the noise. Proper PR focuses on crafting narratives that highlight a brand’s innovation, heritage, sustainability initiatives or community involvement in ways that are meaningful to the audience. These stories are timed and positioned carefully to maximise impact, whether in trade publications, consumer media or on digital platforms. Unlike reactive or opportunistic campaigns, strategic storytelling establishes a brand as an authority and fosters long-term credibility, which is invaluable when consumers or partners make decisions about who to trust. Relationships matter more than ever One of the pillars of proper PR is relationships. Strong, long-term relationships with journalists, editors and influencers are what turn a press release or story idea into meaningful coverage. These relationships aren’t built overnight; they are nurtured over time through consistent communication, reliability and mutual respect. Brands that invest in these relationships earn access to opportunities that others don’t, from exclusive features to invitations to comment on industry trends. Long-term reputation over short-term visibility In today’s world, the pressure to achieve instant results often drives brands to prioritise short-term visibility over long-term reputation. Viral campaigns and trending content may create a temporary buzz, but they do little to build enduring trust or authority. Proper PR takes a long-term view, consistently positioning the brand in a way that reinforces expertise, reliability and authenticity. This might include thought leadership or storytelling that evolves over time. By focusing on reputation rather than fleeting attention, brands create a foundation for lasting influence. Why brands need proper PR now In an increasingly crowded marketplace, consumers and business decision-makers are overwhelmed with messages. Brands that rely solely on advertising or quick-hit campaigns struggle to stand out and are often perceived as less credible. Proper PR allows brands to communicate with authority, highlight their unique value and build relationships that translate into trust, loyalty and growth. Especially for smaller or regional brands, investing in proper PR is a way to compete with larger competitors without relying on massive marketing budgets. It’s about strategy, not spend.

February was another busy month at Orange PR, with standout national media coverage, founder-led commentary and campaign activity across our food and drink, lifestyle and interiors brands. As a Colchester-based PR agency in Essex, we continued delivering impactful consumer and trade PR campaigns, securing coverage in leading national titles while supporting clients with creative campaigns, content creation and brand storytelling. Here’s a look at some of our highlights from the month. National Coverage on BBC Good Food for Cocoba February started off strong with more national media coverage for premium chocolate brand Cocoba in BBC Good Food , one of the UK’s most trusted food publications. The feature explored the growing popularity of ruby chocolate, with Cocoba Founder Darren Litton included as an expert voice within the piece. Founder commentary opportunities like this are a powerful way to position brands as credible authorities within their sector. Securing coverage within a title like BBC Good Food represents a strong win for any food and drink brand, reaching an engaged audience actively looking for inspiration and new products from a trusted source. Roomes Furniture & Interiors Campaign Filming Underway February also saw campaign activity ramp up for Roomes Furniture & Interiors , with filming beginning for the brand’s new customer-led campaign. Launched in January, the campaign invited customers to showcase Roomes furniture within their own homes, highlighting real-life interiors and authentic styling. Throughout February, the Orange team visited selected customers to capture video and photography content as part of the campaign. The content will launch later this spring across Roomes’ social media platforms and marketing channels, forming part of a wider content-led marketing and social media strategy designed to showcase the brand through genuine customer experiences. Founder Expertise Coverage for Oltco February also delivered strong lifestyle and sustainability coverage for resin-bound surfacing brand Oltco. Founder John Pearce was positioned as an expert within a feature on building a greener home published by Homebuilding & Renovating . The article explored practical ways homeowners can make their properties more environmentally friendly, with Oltco providing valuable insight into sustainable building materials and landscaping solutions. Expert-led coverage like this is a key part of effective consumer PR, allowing brands to contribute meaningful insight while building credibility with highly relevant audiences. Fairfields Farm Launches the Crisp Committee February was also a busy month for Fairfields Farm , with the launch of its Crisp Committee initiative and a pop-up tasting event in Colchester. Hosted locally in Colchester, the event invited members of the public to sample and vote on new crisp flavour ideas, helping the Essex-based food and drink brand gather valuable feedback while generating local buzz around the brand. The event secured regional media coverage and a buzz across social media, highlighting the community-focused nature of the campaign. Alongside this activity, Orange also continued to secure food trade media coverage for Fairfields Farm, positioning the founders and senior leadership team as expert voices within the industry. Founder and leadership commentary across trade titles helps strengthen relationships with retailers, buyers and industry decision-makers, reinforcing brand authority within the food and drink sector. Local Coverage Builds Momentum for Essex & Herts Air Ambulance Event February also saw strong local media coverage secured across print and broadcast titles for the upcoming Essex & Herts Air Ambulance Strictly Air Ambulance, which will take place in March. The fundraising event, organised by Essex & Herts Air Ambulance, brings together participants from across the region for a Strictly-style dance competition in support of the life-saving charity. Coverage across regional titles has helped build awareness ahead of the event while encouraging local support and ticket sales. Tickets for the event are still available, with further details available via the Essex & Herts Air Ambulance website. Continuing Momentum for Food, Lifestyle and Consumer Brands From national food media and lifestyle coverage to trade PR and campaign activations, February demonstrated the value of strategic earned media coverage and well-timed brand storytelling. At Orange PR, our focus remains on bringing back proper PR and results that support brand reputation, commercial growth and long-term visibility. As an Essex PR agency working with brands across the UK, we specialise in supporting food and drink, health and beauty and lifestyle brands through impactful consumer PR, trade PR and integrated marketing campaigns.

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Trust is one of the most valuable things a brand can earn. In crowded markets, customers don’t just choose based on product or price, they choose brands they believe in, feel comfortable with and trust to act consistently. For food and drink, health and beauty and lifestyle brands, where purchasing decisions are closely tied to confidence, reassurance and perception, trust is especially important. Public relations plays a key role in building that trust. Not through persuasion or promotion, but through the way a company communicates, shows up and behaves over time. PR isn’t about controlling perception, it’s about credibility, consistency and connection - all of which sit at the heart of customer trust. Credibility Built Through Independent Voices One of the clearest ways PR builds trust is through third-party validation. Media coverage, podcast appearances or speaking opportunities carry weight because they come from independent sources. When customers see a brand referenced or quoted in respected publications, it reinforces confidence in that brand’s expertise and reliability. For health and beauty brands in particular, independent endorsement and informed commentary help reassure audiences and support informed decision-making. In food and drink, credible coverage helps reinforce quality, provenance and standards. PR ensures these moments of visibility are accurate, relevant and aligned with a brand’s values, strengthening trust over time. Consistency and Clarity in Brand Communication Trust grows when customers know what to expect. PR helps brands communicate clearly and consistently across different channels, ensuring messaging reflects reality rather than aspiration alone. When what a brand says aligns with how it behaves, confidence builds naturally. This consistency is especially important for lifestyle brands operating across multiple platforms and touchpoints, where fragmented messaging can quickly undermine credibility. During periods of change or challenge, PR also supports transparent communication. Addressing issues openly and thoughtfully shows accountability and respect for customers, helping protect trust even when circumstances are complex. Humanising Brands to Build Emotional Connection Customers don’t build trust with organisations, they build trust with people. PR helps humanise brands by sharing stories about leadership, culture, values and purpose. For lifestyle, food and beauty brands, this might include founder stories, behind-the-scenes insight or the thinking behind product development. These narratives create emotional connection. When customers feel they understand the people and values behind a brand, trust becomes more personal and more resilient. Our work with Europe’s largest matcha brand PerfectTed , is a perfect example of this. Reputation Shaped by How Brands Respond A brand’s reputation is shaped not only by success, but by how it responds when things don’t go to plan. PR plays an important role in guiding responses to customer feedback, public scrutiny and unexpected challenges. Clear, calm and consistent communication demonstrates integrity and reinforces reliability. For consumer-facing sectors such as food, drink and beauty, where public scrutiny can be high, this measured approach is essential to maintaining trust. Trust Built Through Long-Term Visibility Trust isn’t built quickly. It develops through repeated exposure and consistent behaviour. PR supports this by maintaining a steady, credible presence across relevant platforms. Regular media engagement, informed commentary and meaningful storytelling help brands remain visible without feeling over-exposed. Over time, familiarity grows, and with it, so does trust. Why PR Matters for Trust-Led Brands In an environment where audiences are increasingly sceptical, trust has to be earned. PR provides the structure for brands to communicate clearly, act transparently and build reputations based on credibility rather than promotion. For food and drink, health and beauty and lifestyle brands, this long-term approach to trust is fundamental. At Orange, we see trust not as a message to deliver, but as a relationship to be built - carefully, consistently and over time.

Choosing a PR firm is an important decision. The right partner can help shape how your brand is understood, increase visibility in the right places and build long-term credibility. The wrong fit can lead to unclear messaging, short-term thinking and a lot of wasted time. If you’ve ever searched for a “PR firm near me”, you’re probably looking for more than geography. You’re looking for expertise, trust and an agency that understands what good PR actually looks like. While location can be helpful, reputation, experience and strategic alignment matter far more. Start With Clarity Around What You Need Before beginning your search, it’s worth being clear on what you want PR to do for your business. That might be raising awareness, supporting a product launch, strengthening reputation, securing credible media coverage or positioning your business as an authority in its field. Different PR firms bring different strengths, so clarity at this stage helps narrow the field quickly. A reputable PR agency will want to understand your business properly. They’ll ask considered questions about your audience, your objectives and your longer-term ambitions, rather than offering a standard package or off-the-shelf solution. Look Beyond Location When Researching Agencies Searching locally can be a useful starting point, but it shouldn’t be the deciding factor. Once you’ve identified potential agencies, look closely at how they work and what they’ve delivered. Case studies, examples of coverage, client testimonials and the way an agency talks about PR all offer insight into their approach. A reputable PR firm will be transparent about its experience and confident in the work it shares. It should be clear not just where they’ve secured coverage, but why that coverage was relevant and valuable. Assess Experience and Strategic Understanding Industry experience can be important, particularly if your sector has specific challenges, regulations or media landscapes. An agency that understands your world will already know where credibility is built and how audiences engage. That said, experience isn’t just about sector knowledge. It’s about strategic thinking. A good PR firm understands how to build reputation over time, not just how to generate coverage in the short term. At Orange, we think beyond headlines and focus on consistency, messaging and long-term brand value. Be Cautious of Over-Promising One of the clearest indicators of a reputable PR firm is honesty. PR relies on editorial judgment and earned trust, which means no agency can genuinely guarantee specific coverage or instant results. Agencies that promise certainty often focus on volume rather than value, relying on low-impact placements that do little to strengthen reputation. A credible PR partner will set realistic expectations, explain how success is measured and be open about timelines. Good PR takes time, and unless you have a ground-breaking news story, widespread coverage often doesn’t happen overnight. Consider Fit, Not Just Proximity Working with a local PR firm can offer advantages, particularly when regional insight and local media relationships are important. At the same time, proximity should never outweigh fit. Many effective PR partnerships work across cities, regions and borders. What matters most is shared understanding, clear communication and trust. Based in Colchester, we work with brands across Essex, London, the UK and internationally. For us, effective PR is built on strategy, collaboration and long-term reputation building, wherever our clients are based.