Trade PR: The unsung hero of brand growth

Every FMCG brand dreams of that big moment – the front-page splash, the eye-catching stunt, the TikTok frenzy. Consumer fame can feel like the ultimate mark of success. But the truth is, none of it matters if your product hasn’t successfully made it onto shelves or if distribution isn’t there – and that’s where trade PR comes in.

Consumers can’t fall in love with a product they can’t find, so before you win hearts, you have to win over buyers. This is why trade PR (done right) is one of the most powerful (if underrated) weapons in a brand’s comms arsenal.

As a specialist food and drink PR agency, at R&T we’ve seen time and again how smart trade communication fuels commercial success for brands. Whether you’re a household name or a challenger breaking into the market, your brand communication strategy simply isn’t complete without it.

Proof in action: We took Mogu Mogu from TikTok trend to trade sensation, supporting a +55% leap in major chain listings. For heritage favourite Henry Westons, our trade communications helped drive a +27% sales uplift in convenience, plus listings in 1,650 additional stores.

Your product won’t make it into the hands of consumers if buyers aren’t convinced first – and in today’s competitive FMCG landscape, this step is more critical than ever.

Consumer PR brings the limelight and visibility, but it’s trade PR that drives the business conversations that really matter. It convinces retailers, wholesalers and buyers to back you, shapes your reputation in the industry, and keeps your brand front of mind when important decisions are made.

Done well, trade-focused brand communications help to:

• Secure listings – demonstrating your brand’s commercial value
• Drive visibility that supports rate of sale – keeping your brand front of mind across channels
• Boost buyer confidence – proving your relevance, authority and staying power
• Equip sales teams – with the stories, coverage and credibility they need to close deals
• Build long-term brand authority – cementing your place in the category conversation

In short, it’s the tool every brand needs for vital commercial leverage – and what every trade PR agency knows drives results.

It’s no use treating trade PR as an afterthought. Just like a successful consumer-facing programme, it demands the right strategic approach and momentum to deliver real impact.

To make it land, remember:

• Coverage for coverage’s sake won’t cut it – trade communication is about impact, not presence. Your story needs to be convincing, and ultimately show how you’ll drive sales
• Speak their language – different trade audiences have different pressures and priorities. Tailor your messaging to what matters most to be more compelling
• Creativity only works with credibility – Creative, bold campaigns grab attention, but they must be backed up with the right proof points, insight and data to win trust
• Think long-term – One splash isn’t enough. Consistency keeps you relevant in category conversations and supports long-term growth
• Leverage trade media – with consumer advertising under pressure from regulations like HFSS, trade channels are more valuable than ever. Editorial coverage backed by smart paid activity can deliver real impact and measurable results
• Press trips and events – aren’t just for consumer journalists. They can be powerful immersive tools to drive advocacy. Just look at our Oaxaca experience for Del Maguey’s 30th anniversary; it delivered 67 pieces of global drinks trade coverage, forged lasting journalist relationships, and helped fuel a +23% uplift in global sales value.

The most powerful brand communication strategies bring consumer and trade PR together in harmony. It’s a classic push-pull effect: consumer buzz creates demand, while trade communications and advocacy gives retailers, wholesalers and buyers the confidence to act. Without it, consumer fame risks fizzling out.

For challengers, this integration helps scale fast, and for heritage brands, it keeps them relevant. But in every case, it’s trade PR that ensures consumer love is always matched with the chance to buy – and that’s what drives real business results.

Trade PR may be the unsung hero of brand growth, but for us at R&T, it’s always centre stage. As a specialist food and drink PR agency, we’ve seen firsthand how it unlocks listings, sales and long-term success. If you’d like to explore what that could mean for your brand, let’s talk.

Katie Watson

Seasoned comms professional (and part of the furniture at R&T!), Katie has extensive experience crafting strategic and creative campaigns that deliver a real business impact for clients. And when she’s not orchestrating creative, results-driven PR & social campaigns, she’s orchestrating the chaos of two little ones at home (or trying to, at least!).