Case Study · Food & Beverage

PR, media relations, corporate press office, personal branding, and press seeding for food brands, restaurant chains, and industry associations

Food and Beverage:
From Product to News

Five projects that showcase our work in the food industry: product culture, regional storytelling, positioning of the founders, and ongoing press seeding targeting food, lifestyle, business, and trade publications.

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The segments we serve
Specialty coffeeDesserts & Special OccasionsMade in ItalyPremium BeverageFood Service & FormatsSnacks & New Protein SourcesIndustry AssociationsFounder of Personal BrandingEvents & CompetitionsPress SeedingWine Experience & Hospitality
5
In-Depth Profiles of Food & Beverage Projects
3
Recurring roles: corporate, product, spokesperson
04 · Where We Left Off

Media Publications That Matter in the Food and Beverage Industry

Italian CuisineForbesEvening CourierThe 24 Hour SunThe RepublicSalt & PepperVanity FairCookWHERE · Corriere della SeraGambero RossoPambianco
Italy at the TableItalian Restaurant MagazineFood AffairsBeverfoodHoreca NewsChronicles of TasteGambero Rosso TradeBargiornaleMixer PlanetModern DistributionTrade Food
The Base

The food, beverage, and trade sectors form the foundation of our coverage: they ensure volume and continuity throughout the year.

The tip

Business and general-interest media outlets—Il Sole 24 Ore, La Repubblica, Corriere della Sera, and Forbes—lend credibility to the company among distributors, investors, and partners.

Lifestyle

Lifestyle and cooking magazines make a product desirable. Together, the three segments form a well-balanced pyramid.

01 · Background

In the food industry, you need a story that an editorial team wants to tell

Every day, food, lifestyle, and business newsrooms receive product launches, seasonal updates, and corporate press releases. A food brand stands out when it provides journalists with context: tradition, ingredients, regional ties, entrepreneurial vision, and industry culture.

We are working on three parallel tracks: Corporate Press Office, which showcases the group and its initiatives in the relevant media, product and press seeding, which turn releases and seasonal offerings into Tier 1 releases and dedicated galleries, and Positioning of Spokespersons, which makes founders and associations recognizable voices in the industry.

Disclosers is an independent PR and media relations boutique based in Milan, founded in 2018. We work across multiple sectors; in the food industry, we represent food brands, restaurant groups, premium beverage companies, and industry associations through corporate press office, press seeding, influencer marketing, and personal branding for founders. Here are five case studies: SCA Italy, Tomarchio, Mulan Group, Qina, and Cantina Urbana.

Product

Product launches, seasonal offerings, and seeding for food journalists: the product is featured in the galleries and selections of leading publications.

Culture

Tradition, the supply chain, events, and competitions: the brand becomes part of the industry’s narrative, in addition to its own catalog.

02 · Case Studies

Five brands, five different strategies

From industry associations to restaurant groups, from traditional desserts to premium beverages: the segment and target audience determine the nature of the relationship with the media.

01 SCA Italy · specialty coffee · industry association

The Culture of Quality Coffee as Told Through Events and Competitions

The partnership with SCA Italy was established with the goal of enhancing its visibility within the Italian specialty coffee scene and highlighting its role as a leading voice in the culture of high-quality coffee.

The PR efforts focused on highlighting the association's initiatives, competitions, and events, as well as on participating in national and international industry events.

Sessione di cupping in una caffetteria specialty
Background and Objectives

To increase the association's visibility within the Italian specialty coffee scene and solidify its role as a leading authority on the culture of high-quality coffee.

Strategy

An ongoing PR and media relations strategy focused on promoting SCA Italy’s events, training programs, and key initiatives: press office, industry storytelling, and targeted outreach to food, lifestyle, business, and trade media, with a particular focus on international events and competitions dedicated to the specialty coffee world.

Results

Well-established position as a leading player in the specialty coffee sector, with visibility in national and industry-specific publications through articles, interviews with competition winners, and coverage of events organized and hosted by the association, both in Italy and internationally.

Activated levers

A constant fixture on the association's calendar, from competitions to international events.

Permanent Press OfficeIndustry StorytellingEvent PromotionTraining ActivitiesCompetitionsInterviews with the WinnersInternational EventsMedia: Food · Lifestyle · Business & Trade
02 Tomarchio · Made in Italy · Desserts and Special Occasions

A century-old Sicilian tradition that has gained national recognition

The partnership with Tomarchio was established with the goal of boosting the brand’s national visibility and solidifying its position as a symbol of Made in Italy excellence.

The PR campaign focused on highlighting the brand’s century-old tradition, the quality of Sicilian ingredients, and its authentic connection to the region.

Pandoro Tomarchio con la sua confezione
Background and Objectives

To strengthen the brand’s national recognition and consolidate its position as a symbol of “Made in Italy” excellence, highlighting its century-old tradition, Sicilian raw materials, and connection to the region.

Strategy

An ongoing PR and media relations strategy to generate broad and high-quality coverage in national, lifestyle, food, and industry-specific publications: corporate press office, storytelling centered on the brand’s Sicilian heritage, and targeted pitching of seasonal products. This was complemented by a seeding campaign distributing Easter “colombe” cakes to food journalists, which led to several Tier 1 publications and inclusion in dedicated galleries.

Results

Well-established positioning as an iconic Italian brand, with a consistent presence in major national media and food & lifestyle publications.

Visibility Achieved

Articles published in leading food, lifestyle, and business publications.

Italian CuisineForbesWHERE · Corriere della SeraSalt & PepperVanity FairCook
03 Mulan Group · Dining & Food · Personal Branding

The group and its founder: two stories that reinforce each other

The partnership with Mulan Group was established with the goal of boosting its visibility in the Italian food scene, highlighting the group’s contemporary positioning and its culinary offerings.

The PR efforts focused both on the group's corporate communications and on Giada Zhang, an entrepreneur and founder, supporting her media profile in the restaurant and business sectors.

Linea di produzione Mulan Group
Background and Objectives

To strengthen the group's visibility in the Italian food scene by highlighting its contemporary positioning and culinary offerings, and to support the media presence of founder Giada Zhang.

Strategy

An ongoing PR and media relations strategy focused on telling the story of the group’s entrepreneurial journey, its restaurant concepts, and the innovative vision championed by Giada Zhang, combining corporate press relations, personal branding, and targeted outreach to business, lifestyle, food, and current affairs media.

Results

Mulan Group and Giada Zhang have established a strong presence in the Italian media landscape, with coverage in national publications and specialized food, business, and lifestyle outlets.

Visibility Achieved

National and specialized food, business, and lifestyle publications, as well as other industry media.

Evening CourierForbesThe 24 Hour SunThe RepublicIndustry Media
04 Qina · premium beverages · product launches

A brand identity built launch by launch

The partnership with Qina was established with the goal of increasing brand awareness and supporting the brand's positioning in the Italian beverage market.

The PR efforts focused on highlighting the brand's identity, new products, and its unique value proposition in the food segment.

Packaging e prodotti Qina
Background and Objectives

To increase brand awareness and support the brand’s positioning in the Italian beverage market by highlighting its brand identity, new products, and distinctive offerings in the food segment.

Strategy

A PR and media relations strategy focused on supporting product launches through a press office, media outreach, and targeted pitching to food, lifestyle, and beverage publications, accompanied by press seeding activities.

Results

The brand has established a strong media presence, with visibility in food, lifestyle, and business publications through dedicated articles, interviews, and coverage of product launches. It has secured coverage in national media and key industry publications, strengthening its position in the premium beverage market.

Activated levers

A system built around the release schedule, with seeding designed to strengthen relationships with newsrooms.

Product Launch SupportPress OfficeMedia OutreachPress SeedingRelated ArticlesInterviewsFood, Lifestyle, and Beverage Publications
05 Cantina Urbana · hospitality · wine experience

Italy's first urban winery, presented as a TV show

The partnership with Cantina Urbana was established with the goal of raising the restaurant's profile and highlighting its uniqueness within the Italian food and wine scene.

The PR campaign focused on showcasing the innovative concept behind Italy's first urban winery, positioning Cantina Urbana as a distinctive player in the hospitality and wine experience sector.

Interni di Cantina Urbana a Milano
Background and Objectives

To increase the venue’s visibility and highlight its uniqueness within the Italian food and wine scene, positioning the concept of Italy’s first urban wine cellar as a distinctive entity in the hospitality and wine experience sectors.

Strategy

An ongoing PR and media relations strategy focused on storytelling about the venue’s concept, urban winemaking, and the experience it offers, combining corporate press office activities, targeted pitching, and support for communications related to events, product launches, and special initiatives, to strengthen the venue’s presence in national and local media.

Results

Well-established as an innovative player in the Italian food and beverage industry, with coverage in top-tier publications and numerous lifestyle, food, and travel media outlets.

Visibility Achieved

Tier-1 publications in the food and business news sectors, as well as numerous lifestyle, food, and travel media outlets.

Gambero RossoPambiancoThe 24 Hour SunEvening CourierLifestyle Media · Food & Travel
03 · The Method

How We Work in the Food Industry

We combine these six levers in varying proportions depending on the segment, the brand's maturity, and the product calendar.

01

Corporate Press Office

An ongoing account of the company, group, or association: its growth, structure, initiatives, and vision.

02

Product and Seasonality

Targeted pitching focused on seasonal releases and products, during the periods when editorial teams are putting together special features.

03

Press Seeding

Selected submissions to food journalists: tasting, testing, and inclusion in the gallery and Tier 1 selections.

04

Local Storytelling

Tradition, raw materials, and a connection to the local area: the reasons why a product deserves an article.

05

Founders' Personal Branding

Female and male entrepreneurs as leading voices in the fields of the restaurant industry, business, and innovation.

06

Events and Competitions

National and international events, competitions, and training activities: initiatives that make headlines at various times.

05 · Let's Work Together

The reputation of a food brand You don't build it with a single throw

We don't settle for one-off communications: we build authentic relationships with the media through PR strategies that deliver measurable results.

[email protected]9 Via Alberico Albricci, MilanMon–Fri 9:00 a.m.–6:00 p.m.
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