Pitching FMCG products for Christmas

For FMCG brands, Christmas isn’t just the busiest sales season of the year, it’s also the biggest PR opportunity. The festive period is stressful for many consumers, who are actively searching for gift ideas and festive food and drink inspiration. Media outlets recognise this and aim to deliver content that makes their readers’ and viewers’ holidays easier, more enjoyable and more exciting.  However, only those with well-timed pitches will secure coverage. 

Why Start Pitching Now?

With Father’s Day articles now published, journalists and editors are already shifting their focus to the next big event which is Christmas. By October, agencies, brand and in-house communications teams all start sending their festive pitches at once, leaving journalists overwhelmed and selective. 

Thus, the prime pitching window sits between Father’s Day content wrapping up and the mass wave of Christmas pitches arriving. This sweet spot is mid-September. Pitching too early risks your pitch being forgotten before editors are in full Christmas mode. Pitching too late means competing with a flood of similar products and stories. Hitting this window ensures your brand is top-of -mind at the exact moment journalists begin curating their seasonal content.  

What Goes Into a Good Christmas Pitch?

One: Clear Festive Relevance

You must frame the product as a holiday solution and thus, how it will fit naturally into the Christmas season. For example, is it a must have for Christmas lunch? The clearer the seasonal fit, the easier it is for the media to place your product.

Two: Standout Hook

Editors see hundreds of FMCG pitches each Christmas. In the hook you need to highlight a point of differentiation in your product and frame it in a way that editors can visualise how it fits into their gift guides.  

Three: Specific Information 

As with all pitches, you need to have clear information to make life easier for journalists. Include product details, brand assets such as website links and distribution. If they need to chase information, they will move on to another product and brand with a clear pitch. 

Why is media coverage important for FMCG at Christmas?

PR coverage for Christmas can deliver three big wins:

Builds Consumer Trust

Being recommended by a journalist or featured in a trusted publication adds credibility that owned and paid media can’t replicate. Consumers will thus be more trusting and willing to try a product they have seen in a review or gift guide. 

Increases Reach and Awareness

As holiday stress builds, consumers turn to search engines and media outlets for help. Having your brand and product featured in these guides means new audiences discover your offering, providing you a platform to reach new customer bases. 

Differentiation in a Crowded Market

As stated, Christmas is the most competitive retail season of the year. Media coverage helps your product stand out from multiple other competitors available to consumers. 

Need help with your Christmas pitching? We are already starting and would love to represent your brand. Check out some of our previous Christmas coverage on Instagram or our case studies page. 

Georgia Taplin, Intern at Popcom