The PR Agency Behind Australia's Viral Food Brands
May 17, 2025
Welcome to S3E011 of IMpulse, the Influencer Marketing Podcast!
IMpulse is brought to you by Phyllo.
👉 Check out what you can do with Phyllo: https://www.getphyllo.com/?utm_source...
In this episode, we’re joined by Chelsea Jarred, Founder and Director of Grapevine PR, a boutique Australian PR agency behind some of the country’s most iconic food and wellness brands. With over 15 years of experience, Chelsea reveals how her agency balances brand safety, influencer vetting, and authentic storytelling to create campaigns that actually work.
From launching lo-fi influencer content to embracing TikTok Shop and live shopping, Chelsea shares what PR teams must do to adapt in 2025 and beyond. You’ll also hear how her team ensures brand fit, manages compliance manually and with AI, and why Gen Z grocery buyers are driving major shifts in FMCG marketing.
🎙️ Key Topics Discussed:
1. Grapevine PR’s evolution and philosophy behind food & wellness marketing
2. Why TikTok is the “Wild West” for FMCG—and why that’s a good thing
3. The power of TikTok Shop and its impact on the customer journey
4. The agency’s influencer vetting process and manual social media checks
5. Where AI can support (but not replace) PR teams
6. How to create lo-fi influencer content that feels human and drives trust
7. Cancel culture, risk management, and brand safety in the digital age
Welcome to S3E011 of IMpulse, the Influencer Marketing Podcast!
IMpulse is brought to you by Phyllo.
👉 Check out what you can do with Phyllo: https://www.getphyllo.com/?utm_source...
In this episode, we’re joined by Chelsea Jarred, Founder and Director of Grapevine PR, a boutique Australian PR agency behind some of the country’s most iconic food and wellness brands. With over 15 years of experience, Chelsea reveals how her agency balances brand safety, influencer vetting, and authentic storytelling to create campaigns that actually work.
From launching lo-fi influencer content to embracing TikTok Shop and live shopping, Chelsea shares what PR teams must do to adapt in 2025 and beyond. You’ll also hear how her team ensures brand fit, manages compliance manually and with AI, and why Gen Z grocery buyers are driving major shifts in FMCG marketing.
🎙️ Key Topics Discussed:
1. Grapevine PR’s evolution and philosophy behind food & wellness marketing
2. Why TikTok is the “Wild West” for FMCG—and why that’s a good thing
3. The power of TikTok Shop and its impact on the customer journey
4. The agency’s influencer vetting process and manual social media checks
5. Where AI can support (but not replace) PR teams
6. How to create lo-fi influencer content that feels human and drives trust
7. Cancel culture, risk management, and brand safety in the digital age
IMpulse is brought to you by Phyllo.
👉 Check out what you can do with Phyllo: https://www.getphyllo.com/?utm_source...
In this episode, we’re joined by Chelsea Jarred, Founder and Director of Grapevine PR, a boutique Australian PR agency behind some of the country’s most iconic food and wellness brands. With over 15 years of experience, Chelsea reveals how her agency balances brand safety, influencer vetting, and authentic storytelling to create campaigns that actually work.
From launching lo-fi influencer content to embracing TikTok Shop and live shopping, Chelsea shares what PR teams must do to adapt in 2025 and beyond. You’ll also hear how her team ensures brand fit, manages compliance manually and with AI, and why Gen Z grocery buyers are driving major shifts in FMCG marketing.
🎙️ Key Topics Discussed:
1. Grapevine PR’s evolution and philosophy behind food & wellness marketing
2. Why TikTok is the “Wild West” for FMCG—and why that’s a good thing
3. The power of TikTok Shop and its impact on the customer journey
4. The agency’s influencer vetting process and manual social media checks
5. Where AI can support (but not replace) PR teams
6. How to create lo-fi influencer content that feels human and drives trust
7. Cancel culture, risk management, and brand safety in the digital age
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Check out what you can do with Phyllo here: https://www.getphyllo.com
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Connect with us on a deeper level here: https://beacons.ai/getphyllo
Check out what you can do with Phyllo here: https://www.getphyllo.com
Want to get in touch with Phyllo?
contact@getphyllo.com