Product Launch Playbook: What CPG Brands Need from a PR Partner
How PR can help consumer brands build momentum from day one.
Bringing a new product to market is one of the most exciting—and most challenging—moments for a consumer packaged goods (CPG) brand. A successful launch isn’t just about getting your product on shelves. It’s about making sure the right people hear about it, talk about it, and remember it. That’s where a strategic PR partner comes in.
Why PR Matters for a CPG Product Launch
A strong PR strategy can mean the difference between a quiet debut and a buzzworthy launch. The right partner can:
Craft your story — From your origin to your mission, PR helps position your product with a compelling narrative.
Secure meaningful coverage — With relationships at outlets like Snaxshot, Project Nosh, The Kitchn, and Bon Appétit, a PR team can get your brand in front of the right audiences.
Leverage influencers and events — Beyond media, PR integrates with influencer partnerships, possible third party brand collaborations, sampling + pop ups, and launch activations to drive awareness.
What to Expect from a PR Partner During a Launch
Not all agencies take the same approach, but here’s what a strong launch partnership should include:
Pre-launch planning — Messaging, media materials, and outreach mapped months before the release.
Media training — Coaching founders or spokespeople to shine in interviews.
Launch event strategy — From intimate tastings to splashy activations, events bring your story to life.
Measurement and reporting — Tracking coverage, sentiment, and engagement to measure ROI.
Explore how our team builds launch strategies in case studies.
Common Mistakes to Avoid
Even great products can stumble at launch. Watch out for these pitfalls:
Announcing too late — PR needs lead time to build anticipation.
Relying on one channel — Social buzz is great, but it needs other third party validation; this is where tools like PR, partnerships, and influencer or tastemaker relations can really shine.
Skipping measurement — Without clear KPIs, it’s hard to gauge success. Let’s do more of what’s working!
For more guidance, see HubSpot’s launch strategy template for best practices across marketing and PR.
Ready to Launch?
Your product deserves more than a snooze-fest press release. With the right PR partner, your launch can generate excitement, credibility, and long-term growth. If you’re preparing for a new release, we’d love to give you some ideas on the house from our years of experience (and hey, maybe even get a preview of your new goods!). Feel free to say hello here.