PR For GRowth
Full-service PR for FMCG and QSR brands ready to be impossible to ignore.
FMCG and QSR are some of the most competitive categories there are - every brand is fighting for the same shelf space or menu board, the same six seconds of attention, the same place in someone's routine.
Earned media has always shaped what people think of a brand. Now it shapes what AI says about you too - the coverage a journalist runs today is the same coverage an AI cites tomorrow when someone asks which brand to trust, what to order, or who leads your category. Paid ads can't buy that. Only real, credible, third-party coverage earns it.
This is exactly the work I've always done - finding the angle nobody else in a crowded category has tried, getting it in front of the right people, and making sure it lands somewhere that moves the business, not just the coverage report.
The FMCG and QSR brands getting ahead of this shift are embedding PR into how they work, not just calling it in when a launch or a moment needs handling.
That's what PR for Growth is built for.
This is For You If:
● You've got a good story but it's not landing the way it should
● Your best PR results have come from one-off moments, and you're ready for something that compounds
● You need a partner who understands the commercial context, not just the media landscape
● You have a launch, a campaign, or a brand moment coming and you need it handled properly from day one
● You're tired of educating a new account team on your brand every six months
● You want someone senior on every call - not just when something goes wrong
● The coverage, when it comes, feels like a nice-to-have rather than something driving real business outcomes
What You'll Walk AWay With:
● A senior PR partner who knows your brand, your category, and your commercial context - and doesn't need to be managed
● Coverage that moves the needle - not just activity that fills a report
● A proactive media strategy that builds momentum over time, not just one-off spikes
● PR that earns its place in the budget because the results speak for themselves
● Earned media presence that works for your brand today - and builds your AI visibility for tomorrow
So if you need a senior PR partner embedded in how your brand works - not one you have to manage, brief from scratch, or call in when something needs handling - PR for Growth is exactly what you're looking for.
There's two ways to work with me
01. Fractional PR Director
For brands that need senior PR leadership embedded in the business - without the cost, commitment, or overhead of a full-time hire.
I work as an extension of your marketing team - and bring a trusted senior team with me when the work demands it. I get to know your brand, your category, your commercial pressures, and your journalists. I’ll be in the room when strategy is being set and on the phone when a story needs to land.
You get the thinking, the relationships, and the accountability of a senior PR Director - without the overhead of building that function in-house.
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02. Full service campaign
For brands with a specific moment that needs to land properly - a launch, a rebrand, a new product announcement, a brand activation.
We scope the campaign end to end: the strategy, the narrative, the target media, the timeline that gets it there. We build the media list personally, pitch the exclusives that matter, prep your spokespeople, and manage the moment as it unfolds - right through to the results that prove it worked.
Investment
Pricing is determined based on your needs and what the engagement needs to deliver. Fractional PR Director is a monthly investment. Full Service Campaign is scoped per project.
Get in touch to book a call and find out what's right for you.
What this looks like in practice
Every engagement is different. Depending on your brief, your brand, and your moment, our work can include any combination of the following:
Media pitching and relationship building
National, regional, and niche placements across TV, radio, print, podcasts, and digital - built on media relationships developed over 15 years, not a generic database.
Thought leadership development
Ghostwriting, opinion pieces, and key message refinement for founders and executives who have something worth saying and need help saying it at the right moment, to the right audience.
Campaign and event amplification
Media outreach for launches, reports, activations, and stakeholder engagement initiatives - built around a clear narrative, not a press release sent and forgotten.
Executive and commercial profile building
Strategy and outreach to position brand leaders as credible, sought-after voices in their category - across media, speaking, and industry platforms.
Crisis communications
Rapid response strategy, spokesperson preparation, media management, and message control when the stakes are highest. When something goes wrong - or looks like it might - you need someone who's been there before.
Awards strategy
Identifying the right awards for your category, building the submission strategy, and positioning your brand or leadership team to win - and making sure a win lands in the right media.
Media training and spokesperson preparation
Briefing packs, confidence coaching, and interview preparation for anyone stepping in front of a camera or journalist.
real results:
- Scott Lindsay - Chief Marketing Officer, BDC Partners / Bubba Pizza
"Lucy has been a trusted strategic communications partner to our business for several years"
-Tom King - Marketing Manager, Club 4x4
"Working with Lucy was like working with someone already part of the team"
Why this matters to me
Sit through enough FMCG and QSR briefs and a pattern shows up fast: seasonal tie-ins, limited-time offers, the reliable moves that keep a category moving. They work, and there's a reason every brand reaches for them. But they're rarely the reason anyone actually pays attention.
Getting that attention is what I'm interested in. Taking a brief that could go the obvious way and finding the angle nobody in the room has thought of yet - the one that turns a product into a cultural talking point, something people are actually messaging their friends about, not just scrolling past. That's the part of the job I'm best at, and the part I enjoy most.
It's why Bubba Pizza's Ham & Orange Pizza - not available in every state - became a story people flew interstate to try for themselves, not just a menu update nobody noticed. It's why Betty's Burgers' spicy burger launch, built on cultural insight and reframing spicy burger challenges, became a genuine cultural moment, not just another limited-time offer. And it's why Yo-Chi's decision to remove bottled water from every venue turned into a national conversation people wanted to be part of, not just a quiet sustainability policy nobody read.