Barbara Way Hunter, a pioneer in the public relations industry and beloved wife, sister, mother, grandmother, mentor and friend, passed away peacefully on Wednesday, December 18th at the age of 97 at her home in Walpole, New Hampshire.

Born in 1927 in Westport, New York, Mrs. Hunter’s remarkable career as a female leader in the communications industry spanned over five decades, blazing a trail for women on Madison Avenue and advocating for the power of women as both business leaders and important consumers.

Beginning her career in journalism with a bachelor’s degree from Cornell University (’49), Mrs. Hunter transitioned to the public relations field working for Sally Dickson Associates, one of the first women-founded firms in New York City. After a few years, she joined her sister Jean Schoonover at the premier Madison Avenue agency, Dudley-Anderson-Yutzy (D-A-Y), the oldest public relations firm in the United States. In the face of a leadership vacuum upon the founders’ retirement, the two women, affectionately known as the “Sister Act” in the industry, stepped in and acquired the firm in 1969, becoming the first women to buy, own and lead a major national public relations agency.

Already an established and well-respected professional, Mrs. Hunter used her new position as an industry leader to begin a long career of advocacy for women. Her first act as a principal of D-A-Y was the equalization of pay between men and women working at the firm. As a result of this unexpected action, all but two of the male agency leaders departed, taking their corporate clients with them. The sisters rebuilt the company by winning an impressive roster of clients, empahtically spotlighting the often overlooked but ever-growing purchasing power of women in the 1970s and 80s. They put food at the center of their practice, earning a loyal clientele of food and beverage brands, trade boards, tourism bureaus and dozens of household brand name companies. Mrs. Hunter’s unwavering focus on hard work, professional excellence and personal integrity ultimately grew the firm to become one of the most successful of its day.

Ogilvy & Mather purchased D-A-Y in 1983 naming Mrs. Hunter as Vice Chairwoman of the PR practice. In 1989 at the age of 62 and given the option to retire, Mrs. Hunter chose instead to reinvent her career yet again and founded the eponymous agency now known simply as HUNTER with TABASCO Brand Pepper Sauce as its first client. Ten years later, she chose to retire at the age of 72 and sold the agency to a small group of partners including current CEO, Grace Leong. The agency still bearing her name and still representing TABASCO Brand is now a leading communications agency with offices in New York, Los Angeles and London ranking among the top 50 globally and a part of Stagwell, Inc.

Upon her retirement, the Hunters moved from their New York City apartment of more than 40 years to Walpole, New Hampshire. The couple purchased a 1812 Georgian house with their daughter Victoria and her husband Mathias. Mrs. Hunter dedicated herself to restoring the home, and was an active member of many community organizations including her role as president of the Walpole Historical Society.

Among her many awards and leadership roles across her long career, Mrs. Hunter served as the president of the NY Chapter of the Public Relations Society of America (1980); as a trustee of Cornell University (1980-85); and as the national president of the PRSA (1984). In 1993, she was recognized with a PRSA Gold Anvil Award for her lifetime of achievement. In 2023, HUNTER established the PRSA-NY Barbara W. Hunter Trailblazer Award to recognize other trailblazing women in the communications industry. Mrs. Hunter also served as a role model, mentor and inspiration to generations of communications professionals, leading by example with intelligence, grace, confidence and an irrepressible work ethic but also with kindness, empathy and a wry sense of humor.

Mrs. Hunter is survived by her daughters Kimberley W. Hunter of Washington, DC, and Victoria Gohl of Walpole, New Hampshire, her son-in-law Matthias Gohl of Walpole, New Hampshire and four grandchildren, Mara Zimmerman, Ezra Zimmerman, Samuel Gohl, and Hans Rudolf Gohl. She was preceded in death by her husband Austin F. Hunter (married in 1953), sister, Jean Way Schoonover and brother Walter D. Way.

A private service will be held by the family in Walpole, New Hampshire.

Donations and tributes in Mrs. Hunter’s name can be made to the PRSA Foundation, an organization that focuses on helping young professionals transition into the communications industry or the Museum of Public Relations, which is dedicated to preserving the legacy of the communications industry.

Located on The Lot at Formosa, HUNTER’s expanded LA presence supports the continued growth of the agency as well as HUNTER: Entertainment, a full-service, in-house team charged with procuring celebrity talent for endorsement deals in addition to brokering paid entertainment broadcast integrations and event partnerships to infuse pop culture and relevance into the agency’s PR and marketing campaigns. The office also serves the broader needs of HUNTER’s client base on the West Coast including leading technology, food, wine, spirits, and lifestyle brands.

“These new hires are pivotal additions to our team, bringing seasoned expertise and relationships in sports and entertainment, negotiating and executing complex talent deals, and earning valuable positive attention for leading brands,” said Samantha Turtle, Chief Entertainment and Media Officer and Head of the LA Office. “Their diverse experience and innovative approaches will elevate our client work and continue to set new standards in the industry.”

HUNTER: Entertainment, founded in 2008, has delivered consistent and remarkable growth. In 2023, this specialty practice executed nearly twice the number of talent deals across PR and advertising compared to previous year and is on track for further advancement in 2024, a testament to the impact of HUNTER’s integrated approach. The consumer-focused agency grew more than 12% percent overall in 2023, marking four consecutive years of double-digit revenue gains.

Kasia Pandyra joined HUNTER as Senior Vice President, Entertainment. In this role, Kasia will apply her 18+ years of expertise in entertainment marketing and celebrity procurement to oversee a bi-coastal team of specialists who support the agency and its clients on all celebrity programming, from short-term PR programs to multi-year 360-degree advertising campaigns. She most recently served as Vice President, Celebrity & Influencer Strategy at The Marketing Arm and before that as Vice President, Talent Engagement at Ketchum, and Director of Talent Procurement at Platinum Rye. Kasia started her career in the Commercial & Sports Division at William Morris Endeavor (WME) and is a Graduate of the University of Colorado, Boulder’s School of Journalism and Mass Communication.

Lindsey McElroy, who has served as a consultant to HUNTER since 2020, joined the agency full-time as Vice President, Entertainment. With over 15 years of experience in entertainment marketing and celebrity procurement, Lindsey’s expertise and extensive network will help the Entertainment team with executing complex talent deals with award-winning actors, top athletes, musicians, and other high-profile personalities. Before HUNTER, she has contributed to leading global brands, agencies, tech startups, and media platforms including Nike, Octagon, Droga5, MasterClass, and Vox Media, among others. Lindsey is a graduate of the University of Michigan where she first found her passion for the business of sports and entertainment as a Division I athlete.

Josh Kolker joined HUNTER as Senior Director, Entertainment. With nearly a decade of experience across Endeavor companies, Josh has operated on both sides of the table. He has represented brands such as Marriott and Visa, most recently working at 160/90, and has also represented talent as part of the William Morris Endeavor (WME) Sports division where as an MLBPA certified agent, he negotiated endorsement deals on behalf of WME’s baseball clients. Josh is uniquely positioned to drive successful brand campaigns in both the entertainment and sports sectors, supporting HUNTER’s increased demand for athlete deals. Josh is a Los Angeles native and a graduate of the University of Arizona’s Eller College of Management where he earned a Bachelor of Science degree in Marketing.

Travis Rexroad joined HUNTER’s LA office earlier this year as Senior Vice President in HUNTER’s growing retail and technology practice, specifically focused on Amazon. Previously, Travis served as Head of Integrated Marketing and Corporate Communications at WM Technology, Inc. (NSDQ: MAPS) including PR, social influencer engagement, partnerships, reputation and issues management, crisis communications, and corporate storytelling for Weedmaps, the leading technology company in the legal cannabis space. Before his in-house role, he spent time at Taylor Strategy and FleishmanHillard, supporting Comcast, P&G, Diageo, GoPro, BMW and more. Travis is a graduate of West Virginia Wesleyan where he earned a Bachelor of Arts degree in Communication Studies.

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About HUNTER:

Founded in 1989, HUNTER is an award-winning consumer marketing communications firm with offices in New York, Los Angeles and London and a footprint across North America. Beginning with research-driven consumer insights, Hunter executes strategic, integrated programs that build brand equity, increase engagement and drive measurable business results for consumer products and services. The 270-person firm employs a powerful blend of marketing solutions including strategic planning, social and digital media, talent and influencer engagement, media relations, experiential and multicultural marketing, and content creation and distribution for all platforms and channels to consumer attention on behalf of some of the world’s best known and most beloved brands. The agency is a member of Stagwell Inc. (NASDAQ:STGW).

Contact:                                                        

Samara Farber Mormar

smormar@hunterpr.com

845-216-0591

Links:

Website: http://hunterpr.com/

LinkedIn https://www.linkedin.com/company/hunterny

Instagram https://www.instagram.com/hunterprny

Facebook: https://www.facebook.com/HunterPR

Twitter: https://twitter.com/hunterpr

February 15, New York, NY – HUNTER, a leading integrated marketing communications firm with offices in New York, Los Angeles and London, today announced a significant new hire to support the growing demand for the agency’s creative services. Effective immediately, Carl Sorvino will serve in the newly created position of Executive Creative Director.

Sorvino will lead the agency’s newly integrated Creative Services department, uniting a deep bench of talent in campaign creative ideation, branding and identity work, digital and social content, design, copywriting, experiential and AI capabilities. By continually investing in these increasingly sought-after services, HUNTER is supercharging its integrated creative offering, delivering contemporary, digital-first campaigns that earn attention and drive cultural conversations.  Sorvino will report to Gigi García Russo, Chief Innovation and Growth Officer.

Sorvino comes to HUNTER with more than 20 years of experience leading diverse teams focused on creative campaigns and execution at leading marketing communications and PR firms. “Carl has a wild imagination and strong track record of building and inspiring creative teams,” said García Russo. “He is passionate about developing campaigns that spark news cycles, ignite social conversation, and solve business challenges. He brings rigor and fun to the creative process with a massive amount of energy and just a touch of weird that reminds us, of us!”

“HUNTER’s reputation for earning client trust and developing true, long-term partnerships, as well as the great list of brands they serve is what drew me to want to be a part of their team,” said Sorvino. “I’m excited to join an agency that’s smart, curious, and ambitious, with the industry’s best comms experts, who continually adapt to the changing landscape.”

HUNTER has delivered five consecutive years of double-digit revenue growth, evolving and expanding from a traditional PR agency into a fully integrated marketing communications firm laser focused on earning consumer attention and bolstering corporate reputation for the world’s best brands. Clients include Amazon, DIAGEO, Kenvue, Ulta Beauty, Allbirds, SubZero-Wolf-Cove, and Tabasco Brand Pepper Sauce—the agency’s first client 35 years ago, and still a client today.  Recent recognition includes being named a finalist for Mid-Sized Agency of the Year (PR Week, 2024), Best Place to Work (PRWeek, 2023), and two consecutive Consumer Agency of the Year titles (Provoke, 2021, 2022). HUNTER is part of the Stagwell network (NASDAQ: STGW).

###

Contact:                                                        

Samara Farber Mormar

smormar@hunterpr.com

845-216-0591

• ‘Baby Formula Shortages’ was the most recalled food news story in the U.S. in 2022.

•  The increasing cost of food was deemed the most important food news topic in 2022, and consumers are bracing for the long haul, believing this will continue to be the most important food news topic in 2023.

•  Americans consider food news more important than ever (81 percent), and more than half believe that food news stories are relatively more important than other types of news, the highest in over a decade.

NEW YORK, Dec. 13, 2022 – With 81 percent of Americans agreeing that food news is more important than ever, HUNTER – a leading food and beverage marketing communications consultancy – today reveals the significance and impact of food news in the US. Examining the top food news from the year, the 20^th Anniversary Edition of the HUNTER: Food News Study questioned respondents about their awareness of these stories and how this news changed their behavior, among other related topics.

The results are a direct reflection of the tension and pressures consumers faced in 2022 with supply chain and labor shortages, political conflict and inflation dominating the top five most recalled stories. This year, supply chain shortages led the way, weighing heavily on the minds of consumers. These shortages, compounded by a national recall due to contamination concerns, sent new parents into a frenzied search for much-needed baby formula, making the ‘Baby Formula Shortage’ the year’s No. 1 news story in the U.S. 

A national ‘Grocery Supply Chain Shortage’ coming in at No. 2 was caused by an increase in consumer demand, compounded by labor shortages along with trucking and shipping restraints keeping shelves empty and consumers frustrated.  

Food and politics were at a crossroads in 2022 as numerous ‘Fast Food Brands Exit Russia’ in response to the country’s invasion of Ukraine, the No. 3 story.  Iconic brands including McDonald’s, Starbucks, Coke, PepsiCo, Danone and Unilever issued immediate statements in support of the people of Ukraine and ceased operations and distribution in Russia.

While lighter subjects such as food trends and brand marketing efforts broke into the top ten stories of 2022, they were pushed farther down the list compared to prior years.

Rounding out the top ten stories of the year in the U.S.:

No. 4: Labor shortages stemming from COVID-19 continued to hurt the restaurant industry in 2022

No. 5: Inflation’s impact on food prices tugged at the purse strings, with retailers, restauranteurs, and consumers feeling the pinch as food prices surged in the U.S.

No. 6: The FDA recall of a popular peanut butter brand due to potential salmonella risk

No. 7: M&M introduced a new purple character grabbing the attention of consumers across the country

No. 8: Climate change’s impact on food security has experts and consumers concerned

No. 9: For the first time ever, Amazon offered free GrubHub memberships for Prime members

No. 10: The viral TikTok pink sauce had chicken lovers clamoring for the unique condiment

Since 2003, HUNTER has commissioned the only annual longitudinal study of its kind to identify the top food news stories according to the opinions of Americans.  In partnership with Libran Research, the 2022 HUNTER Food News Study also looks back at the last 20 years and takes a first look at food news in the United Kingdom, providing a glance at the important role this news plays in both countries and comparing the stories effect and sourcing, as well as the countries’ general food landscape, showing more similarities than differences.

“American’s relationship with food has always been deeply embedded within our nation’s culture and food news plays a significant role in reflecting the most salient societal issues of the moment,” said Heddy DeMaria, Chief Insights and Strategy Officer at HUNTER. “As we have looked back over the past 20 years of top stories breaking through in our Food News Study, it is fascinating to see how cyclical these issues and events can be.  As supply issues and inflationary conditions once again to bear down on America, this year we see these stories rise to the top of America’s consciousness.”

The Rising Influence of Food News

The influence of food news continues to be seen across all consumers. The effects of increased food prices have taken hold on how American’s fundamentally classify their relationship with food. This year, a greater portion of Americans are focused on value (+3 pts. to 25 percent), shifting away from living a more “foodie” lifestyle (-3 pts. to 22 percent).  Most consumers are also changing their behaviors based on Food News (62 percent), the highest number in almost a decade, with 48 percent changing what foods they buy and 44 percent changing how they shop or get food. This shift in mindset is also reflected in New Year’s resolutions, as most Americans (75 percent) continue to have food-based resolutions, but now their aspiration has turned to saving money on groceries versus a decade ago, when weight loss or healthier, cleaner eating was more the goal. 

Twenty Years of Findings

As the only longitudinal study of its kind, HUNTER celebrates the study’s 20^th anniversary by taking a “look back” to see how food news has shifted and remained the same. Over the past 20 years, food industry news, food safety, and health/nutrition have dominated top food news, consistent with the concerns of the day. Recurring themes include childhood obesity (2003, 2013); the evolution of the Food Pyramid (2005, 2011), and outbreaks of food illness/recalls (2006, 2007, 2009, 2011, 2016).

In 2018 – 2019, with the economy booming and the pandemic not even on the radar, findings show a shift to a broader variety of subjects, as sustainability breaks through in 2018 with the ‘Ban on Straws’ and more light-hearted pop culture marketing with the ‘Fast-Food Chicken Throwdown on Twitter.’

Since then, society has seen more challenging times, with the pandemic and its impact to the nation’s supply chain, with 2021 finding the lift on ‘Mask Mandates in Restaurants’ as the top story and this year’s ‘Baby Formula Shortages.’

While the topics have remained consistent year to year, the most meaningful change is how and where consumers are finding and consuming their news.  Stories now originate and are being recalled in channels that did not exist 20 years ago, with roughly one-third of Americans first becoming aware of marquee news stories via social media (~21 percent) and digital media/websites (~14 percent).

A Look at the UK

2022 marks the first year the HUNTER Food News Study was conducted in the United Kingdom, allowing for a first-ever comparison between the two countries on the role food news plays and its impact on their respective societies. Top Food News stories reflect respective societal concerns, shaping both countries’ opinions and behaviors.

While behavioral shifts are similar, Americans appear more prone to action at (62 percent vs. 55 percent).  Almost all consumers in both countries seek information on recipes, nutrition, and general food news, but the primary source of story recall shows Americans are more reliant on social media (32 percent US vs. 24 percent UK), with the UK disproportionately favoring newspapers (5 percent US vs 16 percent UK).   The study also found that Brits cook dinner from scratch more often at home (70 percent more often), while Americans’ purchase decisions are more influenced by trends (+70 percent) and influencer recommendations on social media (+75 percent). 

For additional information about the 2022 HUNTER Food News Study, including detailed study results, visit https://www.hunterpr.com/foodstudy2022/. 

-Ends-

Notes to editors:

Top recalled food news stories from 2022:

1. Baby Formula Shortage – 59 percent
2. Grocery Supply Chain Shortage – 55 percent
3. Fast Food Exits Russia – 48 percent
4. Restaurant Labor Shortages – 47 percent
5. Inflation Impacting Food Prices – 39 percent
6. FDA Recalls Peanut Butter – 31 percent
7. M&M Introduces New Purple Character – 29 percent
8. Climate Change Impacting Food Security – 24 percent
9. Amazon Offers Free GrubHub for Prime Members – 22 percent
10. TikTok Pink Sauce – 19 percent

About HUNTER:

Founded in 1989, HUNTER is an award-winning consumer marketing communications firm with offices in New York, Los Angeles and London and a footprint across North America. Beginning with research-driven consumer insights, Hunter executes strategic, integrated programs that build brand equity, increase engagement and drive measurable business results for consumer products and services. The 240-person firm employs a powerful blend of marketing solutions including strategic planning, social and digital media, talent and influencer engagement, media relations, experiential and multicultural marketing, and content creation and distribution for all platforms and channels to consumer attention on behalf of some of the world’s best known and most beloved brands. Opening its London office in 2015, HUNTER has proven expertise driving consumer engagement through social and influencer campaigns, helping brands identify and appeal to new audiences and developing advocacy programs with leading category luminaries.  The agency is a member of Stagwell Inc. (NASDAQ:STGW).

ABOUT THE STUDY

The 20th Anniversary Edition of the HUNTER: Food News Study commissioned by HUNTER examined the top food news stories of 2022 in terms of awareness, consideration, intent and advocacy. The study also explored the top media sources for food information broken out by recipes; general food news and nutrition; food shopping and cooking behaviors; and food personas. Data was reviewed by key demographic group, as well as the age cohorts of Millennials/Gen Z, Gen Xers, Baby Boomers/Matures.

To conduct the study, HUNTER partnered with Libran Research & Consulting, who surveyed 1,001 Americans and 1,000 residents of the UK aged 18 years and older via an email invitation and online survey. The respondent sample was balanced to the U.S. population on key demographics. Results of any sample are subject to sampling variation. For the interviews conducted in this study, the chances are 95 in 100 that a survey result does not vary, plus or minus, by more than 3.1 percentage points. The survey was implemented Oct. 11 to Oct. 17, 2022, covering the 12-month period from November 2021 through October 2022.

Top 20 food story inputs for the survey are identified via a 3-STEP PROCESS:

1. HUNTER monitors food news stories all year across all media channels, to capture all potential food news stories showing high levels of engagement
2. This broader list then gets further screened down through extensive analysis comparing each article’s published counts and share-counts
3. The final selection criteria then applies a filter to ensure the finalized list is representative of all food news categories covered during the year, as well as representative of all news mediums.

LINKS:
Visit the 2022 HUNTER Food News Study Website for Study Results: https://www.hunterpr.com/foodstudy2022/  
Visit HUNTER website: http://hunterpr.com/
Follow HUNTER on Twitter: @hunterpr
Follow HUNTER on Instagram: @hunterprny
Follow HUNTER on LinkedIn: https://www.linkedin.com/company/hunterny

•  ‘Food Costs’ is the most important UK food news topic from 2022 (chosen by 68 per cent).

•  ‘Supermarkets Slashing ‘Best Before’ Dates’ on fresh produce tops Brits’ list of the most memorable food stories from the year, with more than half of the country aware of this development (56 per cent).

•  Food news stories relating to the cost-of-living crisis had the greatest impact on consumer behaviour, with almost half (48 per cent) changing the way they shop to save money, and more than a third (36 per cent) altering the way they cook to reduce costs.

•  ‘Saving Money on Groceries’ rather than the perennial pledge to eat more healthily becomes the nation’s top food resolution for 2023.

LONDON, Dec 13, 2022 – As 72 per cent of Brits agree food news is important, HUNTER – a leading food and beverage marketing communications consultancy – today reveals the cultural significance of food stories on the UK, as the media fuels mounting anxiety around grocery shopping inflation. Examining the top food news from the year, the 2022 HUNTER: UK Food News Study questioned respondents about their awareness of each item, whether the news changed their opinion or behaviour and whether they shared the stories with others, among other related topics.

The results are a direct reflection of the tension consumers faced in 2022 with food waste, the cost-of-living crisis and supply chain issues dominating the top five most recalled stories. Sustainability solutions leads the list with over half the nation (56 per cent) stating ‘Supermarkets Slashing ‘Best Before’ Dates’ on fresh produce in a bid to reduce food waste, is the top food story of the year. This is closely followed by the cost-of-living and its negative impact on Brits’ shopping baskets at the check-out as the price of food soars.

Top Five Stories:

1.  Supermarkets Slashing ‘Best Before’ Dates (56 per cent)
2.  Inflation Affecting Grocery Shoppers (52 per cent)
3.  Food Shortages Due to Strikes (41 per cent)
4. Cadbury Shrinkflation (36 per cent)
5. Free-range Egg Shortage (34 per cent)

Since 2003, HUNTER has commissioned the only annual longitudinal study of its kind to identify the top food news stories according to the opinions of Americans. Expanding to the UK for the first time in its 20th year, the 2022 HUNTER: UK Food News Study in partnership with Libran Research uncovers the top ten most significant food news stories for Brits, with a glance into the impact of food news on society on both sides of the Atlantic.

Cultural Importance of Food News

The results show the influence of food news across the entire consumer ‘engagement continuum’, which measures change of opinion, behaviour and advocacy. Most Brits are aware (88 per cent) and are likely to change their beliefs (56 per cent), act (55 per cent) and share (41 per cent) from at least one of the top food news stories of the year.

‘Inflation Affecting Grocery Shoppers’ is the food news story with the greatest impact on behaviour; almost half (48 per cent) of Britons changed the way they shop to save money and more than a third (36 per cent) altered the way they cook to reduce costs. The focus on food prices is also reflected in the nation’s New Year’s resolutions as ‘Saving Money on Groceries’ comes in at number one, with 30 per cent putting it to the top of their self-promise list, right ahead of the more typical pledge: ‘To Eat a Healthier Diet to Lose Weight’ (28 per cent). ‘Food Shortages Due to Strikes’ and ‘Supermarkets Slashing ‘Best Before’ Dates’ were the second and third stories that impacted consumer behaviour the most.

Table Talk

Among those sharing stories, the water-cooler winners were ‘Inflation Affecting Grocery Shoppers’ (87 per cent) and ‘Supermarkets Slashing ‘Best Before’ Dates’ (81 per cent), as these were more likely to be discussed with friends, family or co-workers than shared via social media. The eighth most recalled story of the year, ‘Reducing Food Waste’ as well as the eleventh, ‘Ultra-Processed Foods are Under the Microscope’, drove the highest change in opinion for almost three quarters (72 per cent) of respondents.  

While ‘Supermarkets Slashing ‘Best Before’ Dates’ is the ‘most recalled’ news item of the year in the UK, food costs takes top spot for ‘most important’ food news topic across all demographics questioned (68% per cent), but more notably amongst baby boomers and post-war Brits (72 per cent). The topic is expected to continue into 2023, as Britons overwhelmingly see the cost-of-living crisis as the story that will persist into next year, an opinion held even more strongly by older generations (79 per cent vs. 70 per cent average).

“Great Britain’s relationship with food has always been deeply embedded in its culture, with Food News playing the important role of both mirroring and further shaping opinions and behaviours surrounding the most salient societal issues of the moment,” says Heddy DeMaria, Chief Insights and Strategy Officer at HUNTER. “In its first year of measurement in the United Kingdom, the 2022 HUNTER: UK Food News Study shows the top food news stories are a direct reflection of the tension and macro issues consumers face around food waste, supply chain shortages and inflationary economic conditions.”

The top five stories all gained initial recall more often through traditional TV (34 per cent average), followed by newspapers (18 per cent average) and finally social media (15 per cent average) and websites (15 per cent average). However, there were clear generational divides as younger people favour social media and streaming services such as podcasts, while older consumers stick with traditional media, such as television, newspapers, and radio for their information.  

Other findings include:

Greggs x Primark partnership ‘baking’ headlines among millennials and Gen Z: TOP BRAND MARKETING STORY

While not in the top five stories, Greggs’ partnership with fashion retailer Primark came close to ‘baking the cut’, ranking at number 6 on the list. However, for millennials and Gen Z respondents, the leftfield foodie x fashion partnership whisks up to second position with almost half (45 per cent) of this age group remembering this story and rises among the top recalled food stories on social media (46 per cent).

Feeding the Feed: MOST SHARED STORIES

The most shared story of the year was designer Anya Hindmarch’s Ice Cream Project – a concept store serving up a cool collection of unexpected flavours – from Heinz Baked Beans to Worcestershire Sauce – with over half of the nation (52 per cent) stating they might or have shared the story, and almost half of them passing the original article on to others, the highest of any food article passed on in its original form.   Meanwhile the story most likely shared on social was the trend for butter boards with half of the people sharing this article (50 per cent) admitting they had posted about the latest culinary craze.

Brits Keep it Clean: PURCHASE MOTIVATORS

Among specific potential purchase motivators, Britons are most influenced by a clean ingredient list (33 per cent) followed by external influences like trends (11 per cent), influencer recommendations (8 per cent) or celebrity endorsements (6 per cent).

A Bite of the Big Apple: HOW THE UK COMPARES TO THE US

2022 marks the first year the HUNTER Food News Study was conducted in the United Kingdom, allowing for a comparison between the impact of food news on Americans and Brits. Almost every consumer in both countries seeks food information on recipes, nutrition, and general food news, but primary source recall of food news stories shows Americans are more reliant on social media (32% US vs. 24% UK), with the UK disproportionately favouring newspapers (5% US vs 16% UK).  The study also found Brits cook more often at home (56 per cent), compared to Americans (40 per cent) while eating out or getting take-out is more prevalent in the U.S. (27 per cent) than the UK (16 per cent).  

HUNTER: London’s Managing Director, Daisy Pack concludes, “Food plays a significant role in the lives of Brits. Little wonder then as supply chain woes, avian flu and inflation negatively impact our shopping baskets, we’re getting ‘hangry’. Despite this sombre tale, clever collaborations and leftfield partnerships are cutting through for influential millennial and Gen Z audiences. Brands which bring light-hearted relief or respond to the current culinary crisis by bringing budget-friendly bliss back to the table will successfully earn attention for the right reasons in 2023.”

-Ends-

Notes to editors:

Top recalled food news stories from 2022:

1. Supermarkets slashing ‘best before’ dates – 56 per cent
2. Inflation affecting grocery shoppers – 52 per cent
3. Food shortages due to strikes – 41 per cent
4. Cadbury shrinkflation – 36 per cent
5. Free-range egg shortage – 34 per cent
6. Greggs partners with Primark to launch clothing line – 29 per cent
7. Healthy eating to live longer – 16 per cent
8. Reducing food waste – 16 per cent
9. Veganism continuing to rise in popularity – 15 per cent
10. Despite cost-of-living crisis, luxury prevails – 12 per cent
11. Ultra-processed foods are under the microscope – 12 per cent
12. Pancake day recipes – 12 per cent
13. The latest social media food trend: butter boards – 12 per cent
14. Fake sourdough bread – 9 per cent
15. Nando’s abiding to obesity laws – 9 per cent
16. Designer Anya Hindmarch introduces unusual ice cream flavours – 5 per cent
17. Peter Andre sharing Beyond Meat and other flexitarian recipes – 4 per cent

About HUNTER:

Founded in 1989, HUNTER is an award-winning consumer marketing communications firm with offices in New York, Los Angeles and London and a footprint across North America. Beginning with research-driven consumer insights, Hunter executes strategic, integrated programs that build brand equity, increase engagement and drive measurable business results for consumer products and services. The 240-person firm employs a powerful blend of marketing solutions including strategic planning, social and digital media, talent and influencer engagement, media relations, experiential and multicultural marketing, and content creation and distribution for all platforms and channels to consumer attention on behalf of some of the world’s best known and most beloved brands. Opening its London office in 2015, HUNTER has proven expertise driving consumer engagement through social and influencer campaigns, helping brands identify and appeal to new audiences and developing advocacy programmes with leading category luminaries.  The agency is a member of Stagwell Inc. (NASDAQ:STGW).

ABOUT THE STUDY
The 20th Anniversary Edition of the HUNTER: Food News Study commissioned by HUNTER examined the top food news stories of 2022 in terms of awareness, consideration, intent and advocacy. The study also explored the top media sources for food information broken out by recipes; general food news and nutrition; food shopping and cooking behaviors; and food personas. Data was reviewed by key demographic group, as well as the age cohorts of Millennials/Gen Z, Gen Xers, Baby Boomers/Matures.

To conduct the study, HUNTER partnered with Libran Research & Consulting, who surveyed 1,001 Americans and 1,000 residents of the UK aged 18 years and older via an email invitation and online survey. The respondent sample was balanced to the U.S. population on key demographics. Results of any sample are subject to sampling variation. For the interviews conducted in this study, the chances are 95 in 100 that a survey result does not vary, plus or minus, by more than 3.1 percentage points. The survey was implemented Oct. 11 to Oct. 17, 2022, covering the 12-month period from November 2021 through October 2022.

Top 20 food story inputs for the survey are identified via a 3-STEP PROCESS:

1. HUNTER monitors food news stories all year across all media channels, to capture all potential food news stories showing high levels of engagement
2. This broader list then gets further screened down through extensive analysis comparing each article’s published counts and share-counts
3. The final selection criteria then applies a filter to ensure the finalized list is representative of all food news categories covered during the year, as well as representative of all news mediums.

LINKS:
Visit the 2022 HUNTER Food News Study Website for Study Results: https://www.hunterpr.com/foodstudy2022/  
Visit HUNTER website: http://hunterpr.com/
Follow HUNTER on Twitter: @hunterpr
Follow HUNTER on Instagram: @hunterprny
Follow HUNTER on LinkedIn: https://www.linkedin.com/company/hunterny

Contact: Beth Lewis – blewis@hunterpr.co.uk, 07446940792

September 23, 2022 – New York, NY — In a recent survey of HUNTER parents, 55% admitted having trouble explaining their child’s profession, while 98% agreed that having a solid understanding of their child’s line of work makes them feel more connected. In recognition of the strong bonds between HUNTER’s largely millennial and gen-z staffers and their parents, the agency is once again turning tradition on its head and hosting Bring Your Parents to Work Day (BYPTWD), not Bring your Kids to Work at their new One World Trade Center Headquarters. 

With an immersive look at HUNTER’s past, present and future and a crash-course in brainstorming – a fixture of HUNTER’s creative and insights-driven culture – parents and parental figures will get a hands-on experience and see how winning marketing communication ideas are brought to life, from ideation through execution. And of course, no HUNTER festivity would be complete without its signature Cupcakes & Cocktails reception following the event which will include 275 parents .

Bring Your Parents to Work Day 2022 marks the third time in HUNTER history the agency has welcomed parents and parental figures into its offices to experience a behind-the-scenes day in the life of their loved ones. The inaugural event, held in 2010 back when HUNTER was still operating as Hunter Public Relations, was inspired by the realization that there was very little understanding among family and friends of the PR industry and what the heck it is that PR people actually do.

Many HUNTER staff members who are still with the agency today attended the inaugural BYPTWD in 2010, which it proved to be foundational in building decades-long relationships and reinforcing the agency’s culture of creativity and inclusion.  By popular demand, Bring Your Parents to Work Day was again held at HUNTER in 2014 with great success.

Flash forward to today, and HUNTER is now a fully integrated communications firm with specialized expertise in social and digital media, influencer and talent engagement, experiential and multicultural marketing – an evolved modern communications toolbox – with expansive new offices at One World Trade Center. Staff now includes a new generation, and parental involvement with their young-adult children has only increased. 

“Two things still hold true,” said CEO Grace Leong, “We are still grounded in PR and “earning it,” and though many HUNTERs retreated to their parents’ homes to work remotely during the Pandemic, our families still don’t know what the heck we do. The isolation of the pandemic reinforced the importance and value of these connections to our family and to one another.  Now that we have returned to the office in a hybrid model, Bring Your Parents to Work Day will help deepen those connections and our extended HUNTER: Community.”

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About HUNTER:

Founded in 1989, HUNTER is an award-winning consumer marketing communications firm with offices in New York, Los Angeles and London and a footprint across North America. Beginning with research-driven consumer insights, HUNTER executes strategic, integrated programs that build brand equity, increase engagement and drive measurable business results for consumer products and services. The 225-person firm employs a powerful blend of marketing solutions including strategic planning, social and digital media, talent and influencer engagement, media relations, experiential and multicultural marketing, and content creation and distribution for all platforms and channels to consumer attention on behalf of some of the world’s best known and most beloved brands. The agency is a member of Stagwell Inc. (NASDAQ:STGW).

Links:         

Visit HUNTER website: http://hunterpr.com/ 

Follow HUNTER on Twitter: @hunterpr

Follow HUNTER on Instagram: @hunterprny

Follow HUNTER on LinkedIn: https://www.linkedin.com/company/hunterny

Los Angeles, CA – September 14, 2022— HUNTER, a leading consumer marketing communications firm with additional offices in New York and London, welcomed staff to a new home in Los Angeles today. Located in West Hollywood on The Lot at Formosa, HUNTER’s expanded presence in the hub of the entertainment industry will support the continued growth of HUNTER: Entertainment, a full-service, in-house entertainment marketing team. HUNTER: Entertainment is charged with procuring talent and brokering media property and entertainment event partnerships to infuse pop culture and relevance into the agency’s PR and marketing campaigns. The LA office will also serve the broader needs of HUNTER’s client base on the West Coast.

The office will be led by Samantha (“Sam”) Turtle, who was promoted last October to Chief Officer, Entertainment & Media, and now adds Head of LA to her title. A Los Angeles native, Sam joined HUNTER in 2008 as an Account Executive and has spent the last 14 years developing the department from the ground up. From a team of one, Sam established HUNTER: Entertainment by brokering talent deals to support brand activations, fuel earned media coverage and create compelling content in the early days of social media. The now bi-coastal team has more than a dozen full-time staffers, and has grown to support multi-year, 360-degree marketing partnerships between brands and talent spanning award-winning actors, top athletes, musicians, and other high-profile personalities as well as with major media and event properties.

“Strategic talent alignments and entertainment partnerships are at the center of so much of our work at HUNTER,” said Turtle. “We are thrilled to have a new home in the center of the industry to continue connecting leading brands with the people and properties that matter most to our clients’ audiences.”

The HUNTER: Entertainment team’s diverse backgrounds including talent representation, entertainment, sports and fashion marketing, and brand PR, uniquely positions them to manage everything from talent identification and casting to contract negotiations and execution of activations across HUNTER’s leading clients including Amazon, DIAGEO, and King’s Hawaiian. With the majority of HUNTER clients investing more in entertainment-driven programs, the Entertainment Team has shepherded deals representing more than 80% growth from 2021 – 2022 alone. HUNTER’s consumer-focused consultancy grew more than 30 percent overall in 2021 on the heels of 30 percent growth in 2020 and continues to track double-digit revenue growth in 2022.

HUNTER’s new Los Angeles office will also serve as a home to West Coast-based members of HUNTER’s centralized Media Team that manage relationships with top-tier, national entertainment, business, and news media on behalf of the agency, as well as additional staff based in LA to support their general client needs and lifestyle choices.  

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About HUNTER:

Founded in 1989, HUNTER is an award-winning consumer marketing communications firm with offices in New York, Los Angeles and London and a footprint across North America. Beginning with research-driven consumer insights, Hunter executes strategic, integrated programs that build brand equity, increase engagement and drive measurable business results for consumer products and services. The 220-person firm employs a powerful blend of marketing solutions including strategic planning, social and digital media, talent and influencer engagement, media relations, experiential and multicultural marketing, and content creation and distribution for all platforms and channels to consumer attention on behalf of some of the world’s best known and most beloved brands. The agency is a member of Stagwell Inc. (NASDAQ:STGW).

Contact:                                                                                       

Samara Farber Mormar

smormar@hunterpr.com

845-216-0591

Links:   

Website: http://hunterpr.com/

LinkedIn: https://www.linkedin.com/company/hunterny

Instagram: https://www.instagram.com/hunterprny

Facebook: https://www.facebook.com/HunterPR

Twitter: https://twitter.com/hunterpr

JUNE 2022, LONDON — HUNTER: London has been awarded CMS certification from The Public Relations Communications Association (PRCA), in recognition of the agency’s on-going commitment to best practice and professional service.  Known as the UK’s hallmark of PR and communications excellence, the Communications Management Standard (CMS) further underscores HUNTER’s dedication to its talented staff, by building an inclusive, inspiring and fulfilling place to work.

HUNTER: London’s Managing Director, Daisy Pack said: “As HUNTER grows its UK and global integrated offering, this recognition from the PRCA provides further reassurance that clients not only benefit from HUNTER’s clever, culturally relevant campaigns which earn attention, but that the agency supports its staff and operates a well-run business using rigorous best practice. HUNTER’S ethos is to ‘earn it’ and this recognition of the team’s commitment to their craft is certainly well deserved. With the CMS accreditation under our belt, I look forward to continued growth for HUNTER: London and the future innovation of our sector.”

Founded in 1989, Sabre award winning Consumer Agency of the Year 2021 and 2022 (North America), HUNTER, offers in-market and global strategic PR and marketing services. Opening its London office in 2015, HUNTER has proven expertise driving consumer engagement through social and influencer campaigns, helping brands identify and appeal to new audiences and developing advocacy programmes with leading category luminaries.  HUNTER: London’s ambitious growth plans will see the office add to its prestigious client list which currently includes household names like TABASCO®, LISTERINE, Jelly Belly and Aveeno Baby amongst others.

Daisy concluded: “HUNTER clients not only enjoy the bespoke service, agility and specialism of a boutique but also benefit from robust strategic tools, best practice processes, resources and specialisms, now recognised by the PRCA. I’m looking forward to bringing these services to brands looking to earn attention as HUNTER: London expands over the coming months.”

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About HUNTER:

Founded in 1989, HUNTER is an award-winning consumer marketing communications firm with offices in New York, Los Angeles and London and a footprint across North America. Beginning with research-driven consumer insights, Hunter executes strategic, integrated programs that build brand equity, increase engagement and drive measurable business results for consumer products and services. The 200-person firm employs a powerful blend of marketing solutions including strategic planning, social and digital media, talent and influencer engagement, media relations, experiential and multicultural marketing, and content creation and distribution for all platforms and channels to consumer attention on behalf of some of the world’s best known and most beloved brands. The agency is a member of Stagwell Inc. (NASDAQ:STGW).

Contact: 

Radhika Popat

rpopat@hunterpr.co.uk

07940 031 358

Links:         

Visit HUNTER website: http://hunterpr.com/ 

Follow HUNTER on Twitter: @hunterpr

Follow HUNTER on Instagram: @hunterprny

Follow HUNTER on LinkedIn: https://www.linkedin.com/company/hunterny