We often associate public relations (“PR”) with crisis management. PR specialists are being roped in to restore reputations. Although crisis management is one of the best-known roles of a Food service PR, in the entirety of its portfolio capabilities – it barely skims the surface.
There’s visual storytelling, editorial copywriting, building brand partnerships, and a whole slew of other creative strategies involved to ensure maximum media coverage. So if you’re running any business, whether big or small, or food brand, and you’ve got a story to tell; that’s where a reputable PR agency can help. Here are some of the top foodservice PR firms in the APAC region.
The Forks & Spoons
Location: Hong Kong
Current clients: Rosewood Hong Kong, Ho Lee Fook, Roganic Hong Kong, Lockdown (bar)
About: A one stop shop solution provider, The Forks & Spoons is not just a conventional PR agency. “We are F&B consultants, we consult on ideas, menus, staff recruitment, events, promotions and more – public relations is just one thing that we do,” says founder and head of Food and Drink PR, Geoffrey Wu. “We work closely daily with our client chefs on how to drive and push the restaurant forward and keep elevating the standards and level. From concept to construction; project management, menu creation, and restaurant management to cost control system development; from training, gimmick creation and everything in between, The Forks & Spoons will steward your venture to success and profitability.
Upcycle Communications
Location: Singapore
Current clients: The Conscious Festival, The Singapore EDITION, FYSH (by Chef Josh Niland), Manhattan Bar, Osteria Mozza
About: Upcycle Communications is an award-winning independent agency catering to lifestyle, luxury hospitality, F&B and corporate clients. Their niche – formidable relationships with key international media, influencers, VIPs and partners across APAC – making them an ideal firm for assisting with making an impression. They offer services such as media and key opinion leader relations, content creation, social media strategy, partnership marketing, copywriting, events coordination, brand development and more.
Managing director, Jennifer Dembitz explains that, “Upcycling is the process of creatively transforming materials into something of greater value” and after rebranding in 2020 after a management buyout, the agency is indeed living up to its namesake. Scrolling through their credentials, all good ones at that, seeing instance after instance of creative collaborations that cause a stir. For example, they made the world give a cluck about cultured chicken with the global launch of GOOD Meat by Eat JUST, launched the largest Hilton in APAC and Singapore’s first new hotel post-Covid and flew Santa Claus to Singapore for 72 hours of Christmas magic.
Gastrofilm
Location: Bangkok, Thailand
Current clients: Netflix’s ‘Chefs Uncut’, Friends of Mia series (for 1-Michelin star MIA Bangkok), Gronda
About: With love for food as their main driving force, a bunch of creatives have joined forces to form Gastrofilm with the ultimate goal of portraying the individuals behind its triumph. Their back stories, manifestations, passions and achievements. Narration is multifaceted, from key stories writing to high quality videos. They emphasise that they are one-stop service, providing convenience even for the novices. Curious cats can steer towards the “TRY” package which consists of video services in cooperation with FnBLab at a good value rate.
Gastrofilm is ‘A food storytelling platform’ focusing in Asia, unified by our passion for gastronomy, we are a clique of creatives who are equally fervent about storytelling. Our ultimate mission is to capture the laborious efforts and meticulousness that take place in the kitchen and bar. We delve deep into the backstory of each individual, showcasing the compelling aspects of their journey.
Siriwatchaya Vorapaluk, Managing Partner
ACCELA Communications
Location: Singapore
Current clients: Capella at Galaxy Macau, Mandala Club, Chempedak Private Island, Atlas Bar
About: Perhaps one of ACCELA communication’s strong suit is its extensive list of local and global media contacts to which they can successfully pitch their clients story to. With clients across Southeast Asia and beyond, the agency has eyes on the grounds; meaning that it stays abreast of the evolving narrative of public relations and trends in mainstream culture. Bonus: their clients extend across the food&beverage, hospitality and travel, health and fitness, fashion and even property industries.
One of their most successful recent campaign was for Rosewood Phnom Penh’s Sora Bar. The client tasked ACCELA with launching the refreshed bar concept with emphasis on the new menu, ‘The Book of Yokai’. ACCELA not only coordinated a media familiarisation trip to the Cambodian capital but also liaised connections for SORA guests shifts during the Singapore Cocktail Festive 2023 – maximising exposure by garnering 201 press clippings amounting $413,000 in PR value.
The Cru Agency
Location: Sydney, Australia
Current clients/projects: Aria, Light Years Asian Diner, Nomad, Matt Moran, Kittawa Lodge, Bentley Restaurant & Bar
About: Focusing on hospitality, food, drinks and destinations for 10 years in the business, its no wonder The Cru agency has some real clout. Incepted on the realms of communication, the group has now evolved and broadened their services to meet their clients every needs. That is not to say that every exchange is built on the core concept of trust.
The Cru agency works with some of the Australia’s top hospitality professionals, iconic winemakers and distillers as well as food and drinks events and festivals in the land down under. They are two-time finalists for Mumbrella Boutique Agency of the Year.
We’ve been fortunate to work on some exciting and important campaigns in our almost 14 years. From working with some of Australia’s best operators including Matt Moran, Kylie Kwong, Brent Savage and Nick Hildebrandt from The Bentley Restaurant for more than 10 years, to partnering with Tourism Australia on NOMA Australia and The World’s 50 Best Restaurants, it is impossible to pick a favourite campaign.
Shannon Blanchard, General Manager
FINN Partners (Greater China)
Location: Hong Kong
Current clients: Asia’s 50 Best Restaurants, Hong Kong Tourism Board, Amber, Mono
About: FINN Partners Greater China is part of the FINN Partners group, a global integrated marketing powerhouse that has 34 offices spanning across 3 continents. Established in 2001, they have offices in Hong Kong, Shanghai and Beijing, staking their domineering presence in Greater China and Asia Pacific. Their specialists skill sets comprises brand development, web social and digital engagements, research and strategic insights, public relations, reputation management and they are especially passionate about sustainable and social impact communication.
Notorious for being difficult to penetrate, the China market is not only colossal, but different linguistically, culturally and ethically. Fortunately, FINN Partners’ particular forte is its ability to connect China and the world; helping brands with market entry strategies and establishing a strong presence in China. Their deep dive into the China sentiments on travel, post-Covid, is a good read too and reinforces their acumen about the China market, read it here.
Featured image credit: Nancy Silverton with Jennifer Dembitz. This is a non-exhaustive list and all reputable PR companies may reach out to pitch via press@popspoken.com.
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