LIFESTYLE & CONSUMER
PRODUCTS PEOPLE ACTUALLY TALK ABOUT.
Profile-building and launch campaigns for product-led brands in categories where attention is hard-won.
What This Is
Consumer media is saturated. Being good is not a story, and neither is launching. What earns coverage is a point of view, a genuine first, or a founder with something worth saying.
The work covers launch planning, sustained press coverage, founder profile, seasonal and gifting moments, and campaigns designed to give journalists a reason to write.
It is deliberately weighted towards credibility over volume, because a small number of trusted placements does more for a brand than a long list of thin mentions.
Who I Work With
B2C and product-led brands — from first launches through to established names entering new markets — usually founder-led, and usually in categories where perception drives purchase.
How I Work
We start with the honest question: why would a journalist write about this now? If the answer is thin, we fix the story before spending anything on outreach.
Delivery is sustained earned media with consumer, lifestyle and trade press, plus campaigns and brand activations where a moment justifies the investment.
Founder visibility usually plays a large part, which means media training early on. If you already have coverage and want to know what it is doing for you, start with a PR audit.
Explore Other Sectors
I work across several closely related sectors.
Frequently Asked Questions
- How long before a launch should we start?
- Two to three months for most consumer launches, longer if print long-leads or seasonal gifting guides matter to you.
- Do you handle product sampling and gifting?
- Where it supports the plan, yes — but it works as a supporting tactic, not as the strategy.
- Is founder profile worth building?
- Often, yes. A credible founder voice gives journalists a reason to come back between product moments.
- What if we are entering a new market?
- Market entry needs its own narrative and its own media list — a strategy session is the usual starting point.
- Do you work with retail partners?
- Yes, coordinating announcements and coverage around listings and launches with retail timelines.
- How is success measured?
- By the quality and relevance of coverage in your priority markets, and by whether it supports the commercial outcome the work was built around.