Earned Media – Trade & B2B PR
How do you earn coverage that moves product, not just press hits?
We win the trade and consumer coverage that gets retailers, buyers and distributors to say yes.
In short
Trade and B2B PR earns the coverage and credibility that gets your brand listed, stocked and reordered. It reaches the people who decide what sits on shelf: retail buyers, wholesalers, distributors and the trade press they trust. Done well, it builds category authority so buyers see you as a brand that understands the market, creates earned coverage in the titles they read, and hands your sales team proof that demand already exists. Wild Card has done this for challenger and household names across food, drink and FMCG, from Mars Wrigley to Stoli, turning earned attention into listings and reorders rather than press cuttings
Where credibility is built
Coverage buyers actually read
Buyers and the people who advise them read the trade and category press every week. That is where credibility is built, long before a sales meeting lands. We get your brand into those titles with stories backed by data and a clear point of view.
Editors want culturally relevant copy with insight behind it, not a product puff. Give them that and your brand shows up exactly where buyers are already looking.
People Relations
From awareness to the buying decision
Earned coverage does more than lift your profile. It shortens the path to a listing by showing buyers that shoppers already want what you sell. We treat the buyer as a person with targets to hit, not a logo to chase. That is what we mean by People Relations.
So every campaign hands your sales team something useful: a headline, a number, a moment of fame they can point to in the room.
Challengers & household names
Built for challengers and household names alike
We have done this for brands at both ends of the scale, from challenger drinks and snacks to household FMCG names. The approach flexes to your budget. The standard does not.
PR done right
Proof, Not Promises
Takis launched in the UK by owning the heat trend Gen Z were already chasing.
We put Mars Wrigley at the centre of the gum conversation, not just in it.
Our Client Experience
We Make Comms More Colourful
Strategic Comms
Insight, audience mapping, brand positioning and integrated channel strategy that starts with the buyer.
Full Colour Campaigns
Earned-first creative across earned, owned and paid that gets trade and consumer titles talking.
Our Approach
How We Get There
Brand Deep Drive
We get under the skin of your brand, your category and the buyers you need to win, so every story we tell is built on something true.
People Safari
We go where your buyers and the trade press already are, mapping the people, titles and moments that actually shape stocking decisions.
Game-Changing Insights
We find the insight that turns a product into a point of view, the one that earns coverage and gives buyers a reason to say yes.
We’re a certified B Corp. We hold ourselves to the same standard we set for the work — for our people, our clients and the planet.
Questions We Answer
Go Deeper on the buyer’s biggest questions
Need the strategy behind the coverage?
See how we plan comms that start with the buyer.
Questions, answered
Trade & B2B PR, explained
Consumer PR reaches the people who buy your product. Trade PR reaches the people who decide whether to stock and sell it: retail buyers, wholesalers and distributors. Both matter, but trade PR is what helps you win listings and build credibility inside your industry.
It builds credibility before the sales conversation. When a buyer has already seen you covered as a category authority, with evidence that demand exists, the pitch becomes a warmer conversation. Trade PR gives your sales team proof points that make saying yes easier.
Early coverage can land within the first month or two, depending on the news you have to share. Building the authority that shifts buying decisions takes longer, usually three to six months of consistent activity. We set clear milestones so you see progress along the way.
We focus on food and drink, FMCG, travel and hospitality, with deep experience across challenger and household brands. Our trade relationships span the category and consumer titles that buyers and operators in these sectors actually read.
We track coverage quality and reach, then go further: share of voice in the category, movement in search and enquiries, and the proof points your sales team can use. Where you can share listing or sales data, we tie activity back to commercial outcomes.