FoodStars hands Diffusion its integrated brief

FoodStars, a shared commercial kitchen rental company, has handed its consumer, business and trade PR brief to Diffusion after a competitive pitch.

Diffusion will develop the brand’s positioning and will grow awareness among its core audience of food retailers, caterers, restaurants, online grocers and food delivery services.

An ongoing campaign will encompass influencer engagement, event management and case study profiling of FoodStars members including Bill’s, Mustard Catering and Bel-Air.

The agency has been briefed to optimise its PR campaign for SEO to assist with the brand’s online lead generation. Its activities will have a B2B focus and will position FoodStars as an industry innovator.

Diffusion will also launch FoodStars’ new Shoreditch location and target consumer and business media to build its reputation as a thought leader within the food industry.

“We wanted an agency partner who could match the ambitions of our business,” said Will Beresford, founder of FoodStars. “Diffusion is experienced in working with start-ups and really understood our business and what we are trying to achieve.

“We felt the team had the right combination of deep food tech sector knowledge, creativity and a strong understanding of digital PR and SEO.”

Natasha Cobain, director at Diffusion, added: “We’re looking forward to using our extensive experience of working with start-ups and brands in the food and drink sector to help tell the FoodStars story to a breadth of trade, business and consumer media and influencers.”