What Grapevine PR Australia does

Grapevine PR Australia (legal entity Grapevine PR Pty Ltd) is a specialist FMCG marketing agency founded in 2007 by Chelsea Jarred and headquartered in South Melbourne, with a second office in North Sydney. The company employs approximately 10 people and operates exclusively in the Australian market, serving fast-moving consumer goods brands selling through major supermarkets such as Woolworths and Coles. Its stated positioning is as Australia's specialist FMCG agency with nearly two decades of supermarket-specific experience.

The agency's service offering is integrated rather than platform-based: there is no proprietary technology product, and services are delivered through human expertise, creative processes, and third-party tools. The core service lines include Public Relations, Social Media Management & Advertising, Content Creation (photography, videography, copywriting, graphic design), Influencer Marketing and large-scale Influencer Sendouts, Events, Digital Marketing (Google Ads, SEO), TikTok Services, FMCG Retail Media (creative and buying for Woolworths and Coles platforms), and a newer AI Search Optimization service aimed at improving client visibility in AI engine responses. Pricing is predominantly retainer-based, with disclosed TikTok management programme pricing of $8,000 to $25,000 per month covering content production, channel management, creator partnerships and paid amplification.

Commercially, Grapevine generates revenue through ongoing marketing services retainers (continuous support across PR, social, influencer, content and digital advertising) and project-based campaigns for product launches, seasonal activations, brand events, and market entry projects. Go-to-market is sales-led and direct-to-client, targeting brand marketing teams at FMCG companies. The client roster includes more than 50 brands across food and beverage categories — including Carman's, Emma & Tom's, Jalna, Koko Black, Darrell Lea, Fonterra, Costa Group, Pic's Really Good Peanut Butter, and five:am Organic — with several relationships spanning over a decade. The agency is privately held, founder-owned, with no disclosed external funding or institutional investors.

Name

Grapevine PR Australia

Legal name

Grapevine PR Pty Ltd

Website

https://grapevinepr.com.au

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

1–10 employees

Short description

Grapevine PR Australia is a Melbourne-headquartered specialist FMCG marketing agency serving more than 50 Australian food and beverage brands selling through supermarkets, delivering integrated PR, social media, influencer, retail media, content, and TikTok services under founder Chelsea Jarred since 2007.

Ownership category

akta.pro rank

Product category

FMCG Marketing Services

NAICS

Advertising, Public Relations, and Related Services (5418), Media Buying Agencies (54183)

SIC

Services-Advertising Agencies (7311), Services-Advertising (7310)

akta.pro primary industry

Product & Brand PR (Consumer & B2B) (BPAFADAH)

akta.pro secondary industries

Social Media & Community Management (PR-led) (BPAFADAM), Influencer PR & Seeding (Gifting/Press Kits) (MPAAAHAG)

Keywords

• Public relations services
• Social media marketing
• Influencer marketing
• Retail media services
• FMCG brand marketing

Headquarters

HQ city

South Melbourne

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Marketing Services Retainers: Ongoing retained relationships with FMCG clients providing continuous marketing support across PR, social media, influencer marketing, content creation, and digital advertising. Retainers provide predictable revenue and long-term client partnerships.
2. Project-Based Campaigns: Individual campaign engagements for product launches, seasonal activations, brand events, and market entry projects. These complement retainer relationships and provide additional revenue from specific deliverables.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels13 records

Core offering

Grapevine PR Australia is a specialist marketing agency that sells integrated FMCG marketing services to consumer brands targeting Australian supermarkets. Core services include public relations, social media management and paid advertising, influencer marketing, content creation (photography, video, design and copywriting), events, digital marketing (Google, SEO), TikTok strategy and channel management, retail media buying, and AI search optimisation. Deliverables are sold as monthly retainers and project-based campaigns under direct agency engagements.

Product overview

Grapevine PR Australia is a specialist FMCG marketing agency operating as a service-based company rather than a software product. The agency offers an integrated suite of marketing services under one roof, including Public Relations, Social Media Management & Advertising, Content Creation (stills, videos, copywriting, graphic design), Events, Influencer Marketing, Influencer Sendout, Digital Marketing, TikTok Services, AI Search Optimisation, FMCG Retail Media, Photography & Videography, Facebook Marketing, and Product Launch Management. The core offering centers on earned media approach combining PR, social media, influencer relations, and retail media to build brand salience for FMCG brands in Australian supermarkets.

Differentiator

Problem solved

Functional benefit

Products and services

• Public Relations FMCG public relations services covering media relations, press pitching, and earned media coverage across food, news and lifestyle press for supermarket brands.
• Social Media Management & Advertising End-to-end social media management and paid social advertising for FMCG brands, applying an earned-media approach to content and extended to paid amplification across Meta and TikTok.
• Content Creation (Stills, Video, Copywriting & Graphic Design) In-house content creation of stills, video, copywriting and graphic design for FMCG marketing campaigns and brand communications.
• Influencer Marketing Influencer and creator marketing service for FMCG brands, including talent sourcing, negotiation, contracts, briefing, and campaign delivery on a content-first model.
• Influencer Sendout Large-scale influencer outreach and sendout service managing hundreds of influencers, including target lists, relationships, logistics and reporting to drive user-generated content for FMCG brands.
• Digital Marketing Full-suite digital marketing covering Google search and display ads, online media buying, social media advertising, and dedicated SEO campaigns for FMCG brands.
• TikTok Services (TikTok Management Programme) TikTok Management Programme for FMCG brands covering content production, channel management, creator partnerships and paid amplification, priced at $8,000–$25,000 per month.
• AI Search Optimisation Four-phase AI search optimisation service covering an AI visibility audit, website structuring for AI readability, earned media building, and owned media production to get brands recommended by AI engines such as ChatGPT, Gemini and Claude.
• FMCG Retail Media Retail media creative and buying service for FMCG brands across Woolworths, Coles and other grocery retail platforms, with always-on search defence, evergreen creative buys and consumer-centric creative.
• Events End-to-end event management service for FMCG clients, including trade shows, launch parties, experiential activations and restaurant openings.
• FMCG Photography & Videography Photography and videography service for FMCG brands, including social videos, reels, shorts, recipe stills, product shots, editorial campaign support and retail media graphic design.
• FMCG Product Launch Management Integrated product launch service for FMCG brands entering or expanding in Australian supermarkets, combining social media management, content creation, influencer partnerships and retail media buying.

Quantifiable outcome

• PR delivers 75:1 ROI, highest among all marketing channels analyzed
• +6 more outcomes

Named customers28 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators6 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• We Are Social Australia: ANZ arm of a global social-first agency network. Comparable as a competitor for social media management, influencer and content-led FMCG briefs in the Australian market.
• The Brand Agency: Mid-sized Australian creative and brand agency operating across ANZ. Comparable as an integrated brand/marketing services competitor for FMCG and consumer clients with similar headcount scale.
• One Green Bean: Australian PR and social media agency (now part of Havas Red) with established FMCG and consumer credentials. Comparable on integrated PR-plus-social service mix and ANZ market focus.
• Red Havas (formerly Red Agency): ANZ-based PR and integrated communications agency with strong consumer/FMCG credentials. Comparable on earned-media-led, social-plus-PR integrated offering targeting brand marketers.
• Thinkerbell: Australian independent creative and marketing agency known for earned-measure-led, integrated brand work. Directly comparable as a similarly sized ANZ-based independent competitor chasing consumer/FMCG brand budgets with non-network positioning.
• Cummins&Partners: Independent Australian creative and marketing agency with FMCG brand experience. Comparable on independent ANZ positioning and integrated creative/PR/digital offering for consumer clients.
• Eleven (Eleven PR): Australian public relations and communications agency with offices in Sydney and Melbourne. Closely comparable on PR services, geographic footprint and mid-sized independent positioning serving consumer brands.

Broad incumbents

• Edelman Australia: Australian arm of global communications firm Edelman, with strong consumer brand PR credentials. Comparable on earned-media-led PR services targeting FMCG and consumer clients, though at materially larger scale.
• Ogilvy Australia: Australian operations of global network Ogilvy with extensive FMCG and PR heritage. Comparable as a full-service incumbent competing for enterprise FMCG marketing budgets across PR, social and content.
• Dentsu Creative Australia: Australian arm of global network Dentsu's creative and brand division. Competes for the same FMCG and consumer brand mandates with deeper technology investment and broader geographic reach.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/GrapevinePRAustralia
• Facebookfacebook.com/GrapevinePR.Australia
• LinkedInlinkedin.com/company/grapevine-pr-australia
• Instagraminstagram.com/grapevine_hq
• TikToktiktok.com/@grapevine_hq

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Grapevine PR Australia