HJ-PR is a Public Relations, Influencer Marketing and Social Media Management agency specializing in the sectors of fashion, food & beverage, hospitality, spirits and wellness brands.
Founded by husband and wife duo, HJ-PR is Creative, culturally connected and result driven. HJ-PR align’s a 360-degree lifestyle approach to brand building, public relations and hyper-targeting influencer communities, covering brand stories from every angle, to gain commercial success. With clients spanning the globe, HJ-PR is able to represent brands locally and globally, whilst providing business strategies individually tailored to each client’s needs.
Previous and existing clients include; Absolut Elyx, Beckett Simonon, Beverly High Rye Whiskey, Crown & Paw, Dose&Co, EHP Hospitality Group, Free AF, Gancia Wine, Heated Room, Magno Chocolates, Public Rec, Remilia Hair, Russian Standard Vodka, Space Runners, Sprayground, VFC and Vincero Watches, to name a few.
For Blue Bottle Coffee, we propose a tailored plan that reinforces its leadership in specialty coffee while highlighting the core cafe experience that differentiates the brand. Our strategies will focus on immersive media narratives, thought leadership, and dynamic influencer partnerships that speak to Blue Bottle’s intentionality and artistry. 1
Reinforce Blue Bottle as the leader in specialty coffee, navigating a cluttered marketplace with bold storytelling and seasonal campaigns.
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This proposal centers on core goals:
Drive awareness and acquire new consumers by connecting with culturally curious audiences through PR and influencer touchpoints.
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Create space for innovative brand storytelling moments, focusing on Blue Bottle’s cafes as the heart of the experience.
PR & Influencer Strategy
The Mission:
With the PR expertise and deep-rooted relationships with the media as well as influencers through personal working relationships and access to an in-depth influencer platform, HJ-PR will strategically raise Blue Bottle’s visibility and enhance its position as the leader in elevated specialty coffee by leveraging hyper-targeted PR and Influencer strategies.
This strategy focuses on increasing brand credibility, driving media coverage, fostering authentic influencer relationships and solidifying its reputation as a tastemaker.
PR & Influencer Strategy
Key Audience:
Culturally curious coffee lovers: Growth-minded individuals who value quality, intentionality and authentic experiences.
Media outlets: Top tier national, coffee & trade, F&B, Lifestyle & Culture and Local press - targets, but not limited to;
• LA Times, New York Times, Forbes, Conde Nast Traveler, Business Insider, Uproxx, Thrillist, Time Out, Eater, Bon Appetit, Roast Magazine, Barista Magazine, BevNet, InsideHook, Food52, etc.
Influencers: Coffee enthusiasts, lifestyle influencers and industry thought leaders Corporate stakeholders: Investors, potential partners and collaborators, and industry peers.
Objective 1: Drive media coverage
Goal: Secure high-quality placements to emphasize Modern Craft values: quality, intentionality and artistry.
Strategies:
Exclusive previews: Offer key media outlets exclusive first looks at major product launches (e.g., Lunar New Year items, Ambient NOLA, etc).
Story Angles: Craft narratives around Blue Bottle’s commitment to quality, craftsmanship and sustainability milestones.
Cultural relevance: Tie launches and campaigns to current cultural trends specific to Blue Bottle’s key markets.
Objective 2: Reinforce Brand Credibility
Goal: Establish Blue Bottle as an innovative leader in specialty coffee.
Strategies:
Thought Leadership: Position key spokespersons as industry experts by securing interviews and guest articles.
Innovation Stories: Highlight innovations like the Craft Instant Platform, particularly its unique focus on cold consumption.
Sustainability Narrative: Promote Blue Bottle’s 2025 Carbon Neutral milestone through targeted sustainability and business publications.
Objective 3: Foster Engagement through Influencer Partnerships
Goal: Develop authentic relationships with influencers who have strong metrics and demographics to increase visibility and engagement.
Strategies:
Quarterly Influencer Campaigns: Align influencer activations with seasonal campaigns and product launches (e.g., NOLA Summer, Holiday offerings).
Diverse Partnerships: Collaborate with micro and macro-influencers across different regions and markets to reach varied demographics and diverse engagement.
Event Activations: Invite influencers to exclusive tasting events and cafe openings to generate buzz on social media.
Objective 4: Position Key Spokespeople as Industry Experts
Goal: Utilize Blue Bottle’s experts to share insights, establishing them as trusted voices.
Strategies:
Expert Columns: Pitch op-eds and bylined articles in specialty coffee and lifestyle outlets as well as trade publications.
Media Training: Prepare key spokespeople with talking points around trends, brewing techniques, and sustainability initiatives.
Podcasts & Panels: Secure speaking engagements at industry events, as well as relevant podcasts.
Lunar new year products: Tie launches to cultural significance, targeting asian markets and diaspora communities.
Ambient & nespresso nola: Differentiate through storytelling around craftsmanship and innovation.
Holiday campaign:
Create gift guides with influencers and secure features in holiday gift sections of top media outlets.
Marimekko collaboration: Highlight the design synergy between marimekko and blue bottle, emphasizing the "essential design" pillar.
Future collaborations: Develop co-branded campaigns that reflect Blue Bottle’s values of quality and creativity.
Sustainability milestones Membership Program Launch
Carbon neutral campaign: Launch a dedicated media blitz focusing on Blue Bottle’s sustainability journey, including case studies and interviews.
Green partnerships: Partner with eco-conscious influencers and media to amplify the message.
Influencer-Led Promotion: Engage influencers to showcase exclusive member benefits and experiences.
Press Outreach: Position the membership program as an innovative way to deepen customer relationships.
New Market Entry: Las Vegas (US) & Singapore (Asia)
Local Media Engagement: Host media tastings and behind-the-scenes tours pre-opening.
Grand Opening Events: Invite influencers and media for exclusive opening events, generating organic content and reviews.
PR & Influencer Strategy
Press Release Allocation
Given the $20K annual budget for press releases, it’s important to strategically allocate budget to maximize coverage, create awareness, and align with Blue Bottle Coffee's key objectives throughout the year. Here’s how we would recommend breaking down the press release budget:
1. Product Launches & Seasonal Offerings
Press Release Focus:
• New coffee blends, limited-edition releases, or collaborations (e.g., exclusive partnerships with a chef or other brands).
• Seasonal drinks or holiday collections.
• New offerings like sustainable brewing equipment or eco-friendly packaging.
2. Sustainability Initiatives & Corporate Social Responsibility (CSR)
Press Release Focus:
• Announce sustainability-focused programs (e.g., initiatives to reduce waste, use of recyclable packaging, or carbon-neutral coffee delivery).
• Partnerships with eco-conscious organizations or certifications (e.g., Fair Trade, Rainforest Alliance, or B Corp certification).
• New partnerships for sustainable coffee sourcing or farm-to-cup transparency.
3. Expansion News & New Store Openings
Press Release Focus:
• New store openings in key metropolitan areas (e.g., NYC, LA, Chicago, Seattle).
• Expansion into international markets (if relevant).
• Special events tied to grand openings (e.g., VIP tastings, local partnerships, or community events).
PR & Influencer Strategy
Press Release Allocation
4. Partnerships and Collaborations
Press Release Focus:
• Co-branded releases with other premium brands in fashion, food, or lifestyle sectors (e.g., collaborations with local chefs or wellness brands).
• Special collections or initiatives with a celebrity chef, influencer, or key industry figure.
• A partnership announcement for a new retail or subscription model.
5. Awards, Accolades, and Industry Recognition
Press Release Focus:
• Recognition for high-quality coffee beans (e.g., winning at a coffee competition).
• Awards for customer service or sustainable business practices.
• Nominations or mentions in top industry lists (e.g., *Best Coffee Roasters*, *Top Cafes*).
Additional Considerations:
PR Distribution Services: Occasionally for “big” news stories we’d recommend using a service like PR Newswire, Business Wire, or GlobeNewswire, the cost of distribution can range between $500 to $2,000 per release depending on the distribution level (local vs. national vs. global). This is especially important for reaching broader audiences in different markets.
Example Timeline & Milestones
Q1
•Launch Lunar New Year products (Jan-Feb).
•Roll out influencer campaigns for NOLA Summer.
•Start Carbon Neutral milestone storytelling.
•Promote Marimekko collaboration and potential fall partnerships.
Q2
•Launch new membership program with influencer support.
•Media push for Singapore café opening.
•Begin campaign for Ambient NOLA and holiday prep.
Q4
•Holiday campaign with media gift guides and influencer activations.
•Celebrate sustainability milestones in the year-end review.
Measurement & Reporting
KPIs
We understand Blue Bottle’s focus on metrics and will measure success through:
Media Relations: Placement volume, quality, and sentiment analysis.
Influencer Campaigns: Engagement rates, conversions, and impressions.
Consumer Acquisition: Subscription growth and new customer metrics.
Reporting Structure
Weekly: Coverage summaries with key trends and competitor insights.
Monthly: Comprehensive KPI reports.
Campaign Recaps: Detailed results and learnings for each initiative.
HJ-PR Public Relations
Reporting Method Explained
At HJ-PR we use a platform called “Coverage Book” to track and measure the success of campaigns and press releases.
Here is an example of exactly what we track:
Number of Pieces
• What It Measures: This refers to the total number of media placements or press coverage achieved during a campaign or for a specific press release.
Estimated Views
• What It Measures: Estimated views show the approximate number of times your press release or media coverage was seen by an audience. This is based on the estimated traffic to the publication’s website or the audience size of a particular outlet.
Audience Reach
• What It Measures: Audience reach refers to the total potential audience of all media outlets where your press release or campaign was featured. It’s the sum of all the readerships, viewers, or followers of the publications or websites that picked up your story.
Engagement Rate
• What It Measures: Engagement rate measures how actively the audience interacted with your press coverage, such as likes, shares, comments, or other forms of interaction on social media, articles, or other digital platforms.
Average Domain Authority (DA)
• What It Measures: Domain Authority is a metric developed by Moz to score the strength and credibility of a website or publication on a scale from 0 to 100. It’s based on factors like the number of backlinks, website traffic, and overall trustworthiness.
HJ-PR Influencer
Reporting Method Explained
HJ-PR will build and run an ambassador program for Blue Bottle featuring and hyper targeting and diverse influencer community.The number of influencers on a campaign basis will be dictated by the influencer budget available for this campaign.
Some of the features in our platform we use to vet influencers are:
Authenticity reports: Allows us to see percentages of fake followers and avoid working with people who have purchased bots.
Engagement rates: We vet all of the influencers at the desired ER.
Influencer demographics and their audience demographics: Location, age, race, language, top cities, top states, gender, past campaign performance, etc.
Affinity feature: We can find influencers who show affinity to brands similar to yours by using existing likeness, hashtags, and words used on their profile.
Previous sponsored content performance: Based on FTC hashtags.
Brand safe filter: We make sure creators' feeds are safe for your brand by using Image and language recognition.
Reporting: Deep & Insightful metrics and analytics for your team to understand your audience including but not limited to Engagement Rate, Impressions, CPM, CPLC etc.
Real time-sharing campaign status with clients as well as content approval prior posting.
License-free content to repurpose on your social media, website, etc.
Estimated Fees are deducted based in audience followers size using the average values defined in our platform and calculated using past performance.
Team Overview
Holly Landeros
Co-Founder & CEO | Head of PR
With over a decade of expertise in Public Relations, Holly-Jade has carved a distinctive reputation as a dynamic force in the world of lifestyle, hospitality, and F&B PR. After establishing herself at top-tier boutique agencies in London, she honed her craft working with some of the most renowned brands in the food, beverage, and hospitality sectors. Rising through the ranks to a management role at one of London’s leading PR firms, Holly mastered the art of strategic communications, brand positioning, and high-profile event management.
Driven by her passion for creating authentic, impactful brand stories, Holly took her expertise stateside, where she expanded her horizons in the competitive U.S. market. Specializing in curating unforgettable experiences for major Fashion, F&B, Hospitality, Spirits and Wellness clients, she cultivated an extensive network of global contacts while refining her ability to create moments that resonate and engage.
Bringing together her wealth of experience, industry insights, and an invaluable Rolodex of connections, Holly launched HJ-PR with the vision of offering bespoke PR services that transcend traditional media relations. Under her leadership, HJ-PR has become synonymous with creativity, strategy, and results, providing clients with the tools to stand out in an increasingly saturated market.
Whether launching a new restaurant concept, handling the global PR for a spirits brand, or crafting the perfect narrative for a luxury fashion label, Holly continues to lead HJ-PR with a keen understanding of brand needs, an eye for innovation, and an unwavering commitment to excellence.
Holly’s Blue Bottle go-to coffee order: NOLA Cold foam
Fernando Landeros,
Co-Founder & COO | Head of Influencer Marketing & Business Development
Born and raised in Mexico City, Fernando brings a unique blend of strategic insight and entrepreneurial energy to his role at HJ-PR. As the driving force behind the agency's influencer marketing campaigns, he is responsible for overseeing end-to-end operations, from identifying the perfect brand ambassadors to executing dynamic, results-driven campaigns that amplify client visibility and engagement. In addition to his influencer marketing expertise, Fernando plays a key role in business development, actively fostering client relationships and identifying new growth opportunities to ensure the continued success of HJ-PR’s diverse portfolio.
With a career dedicated to working with startups, Fernando has consistently proven himself as a catalyst for growth, helping to catapult nascent brands into thriving success stories. By tripling revenue and exponentially scaling both the size and reach of the companies he's worked with, he has become a trusted strategist for businesses looking to rapidly expand their market presence.
Fernando's approach is grounded in his deep understanding of digital trends, a keen eye for talent, and a relentless drive to deliver measurable results. His passion for building brands, combined with his innovative mindset, makes him an invaluable asset to the HJ-PR team, where he continues to push boundaries and elevate client campaigns to new heights.
Fernando’s Blue Bottle go-to coffee order: Winter NOLA
Raul Quiroz
Senior Publicist | Consumer & Trade PR
A seasoned and results-driven publicist, Raul Quiroz is known for his ability to craft innovative strategies that elevate high-profile individuals and world-class consumer brands. With a keen understanding of the ever-evolving media landscape, Raul has built a reputation for delivering impactful publicity and marketing campaigns that resonate on a global scale.
Before joining HJPR in December 2020, Raul amassed a wealth of experience working with some of the world’s most influential personalities, renowned media companies, and iconic product brands. His work spans a diverse range of industries, from entertainment to luxury goods, where he has consistently demonstrated his ability to generate high-impact visibility and cultivate meaningful media relationships.
Raul’s sharp instincts and strategic foresight have been key drivers in his career, enabling him to build a deep reservoir of expertise and trusted connections within the PR industry. His exceptional talent for blending creativity with business acumen has made him an invaluable asset to the HJPR team, where he continues to elevate the agency’s reputation for excellence while delivering unparalleled results for clients.
Raul’s Blue Bottle go-to coffee order: Iced Caffé Latte
PR Retainer Annually
Influencer Campaigns
Product Seeding
Press Releases
$170,000 - $200,000
$160,000 - $200,000 ($40,000-$50,000 per quarter)
$20,000 ($5,000 per quarter)
$20,000
We recommend prioritizing impactful deliverables within the outlined budget.
Case Studies Russian Standard Vodka
This 360 degree strategy approach to the Russian Standard Vodka portfolio, including Russian Standard Original, Russian Standard Platinum and its newest release, the Russian Standard Moscow Mule RTD, was an annual retainer with a focus on key holiday dates, new releases and key market strategies.
Challenge
HJ-PR was tasked with supporting the Russian Standard Vodka portfolio, with an ongoing news stream and press cycle, as well as robust and consistent influencer program and running its social media channels across the US and Canada, including creating content.
Results
Over 40 pieces of covers, averaging 4x a month of top tier press across digital and radio. Overall audience of 600 million. Top tier outlets, including Forbes, Town & Country, The Independent, Spy, InsideHook, Eater and Uproxx.
Worked with over 40 different influencers in the spirits, F&B category.
Partnered with influencers with real followers in key market cities, achieving an average engagement rate of 6% driving sales via local liquor stores.
Successfully launched the Russian Standard Moscow Mule RTD, generating over 20 influencer collaborations with real followers in key market cities like NYC, LA, and Florida.
Case Studies Magno Chocolates
This campaign implemented an adaptive PR strategy that highlighted Magno Chocolates’ luxurious offerings and unique new products, helping the brand achieve standout recognition during a competitive holiday season.
Results
Challenge
Magno Chocolates approached HJ-PR with the goal of securing seasonal placements for its luxurious line of chocolates, including its Advent calendars, in gift guides and media roundups. Midway through the campaign, the focus shifted to promoting their newly launched Knafeh Bar. This pivot allowed HJ-PR to capitalize on the product's relevance and its trending popularity in Dubai, driving heightened media interest.
4 months (September 2024 –December 2024).
Secured 112 pieces of press coverage. Achieved a combined audience of 867 million+. Generated an estimated 4.86 million views from coverage. Earned 2,560 engagements across various platforms.
Secured placements in 20+ top-tier gift guides, including Forbes, New York Post, The Knot, Hollywood Reporter, NBC News, and more.
Case Studies
This campaign focused on launching an established product of the UK and Europe into the US market through thoughtful consumer and trade placements, as well as industry event support and getting the team in front of the right stakeholders for potential market growth.
Challenge
HJ-PR was tasked with supporting the launch of VFC into the US market through targeted and thoughtful press placements across key Vegan and Veggie news, as well as consumer lifestyle and trade press.
Results
4x pieces of press on average per month from top tier media. Overall audience of 360 million+.
Top tier press engaged, including; AdWeek, Business Insider, Vox, MSN, The Manual and InsideHook, to name a few.
2x press & influencer events managed by HJ-PR, including Expo West and Expo East.
Secured 1x listing for the brand at the famous ‘Pop Up Grocery’.
Case Studies N'AMO Montauk & Village Bistro East Hampton
This campaign focused on a consumer-first strategy, inviting press to experience the restaurants firsthand. Launch events were organized, introducing local writers and consumers to the unique offerings of both locations. Proactive and large outreach targeted key publications and influencers, ensuring year-round press coverage aligned with significant dates, holidays, and community events. Partnerships with influencers minimized costs while expanding visibility on social media.
Approach:
HJ-PR was tasked with the dual launch of two new restaurants in the competitive Hamptons dining scene: N'AMO Montauk and Village Bistro East Hampton. The goal was to secure press placements in high-profile food, lifestyle, and travel publications to establish each as must-visit destinations.
Results
Generated 94 press features in just three months, reaching an audience of 300+ million.
Secured coverage in top-tier outlets, including ELLE, Eater, Thrillist, Time Out, Forbes, Secret NYC, WWD, and the New York Post.
Managed grand openings and summer tasting events for both locations, driving community engagement.
Influencers with large followings shared their experiences, increasing organic reach.
Both restaurants were featured in local "Best New Restaurants" lists, solidifying their reputations early on.
We’re excited about the opportunity to work with Blue Bottle Coffee, reinforcing its position as a leader in specialty coffee while driving new awareness and consumer acquisition.
We are confident in our ability to fulfill all your needs based on our initial conversations and our proven expertise. Our adaptable approach allows us to pivot as needed, while staying focused on metrics and delivering measurable results.
We look forward to partnering with you to bring your vision to life.
Flexible Discussion Points:
We are open to refining this proposal, whether the focus remains in the U.S., expands globally, or pivots to emphasize specific priorities like Las Vegas expansion or seasonal campaigns.
Timeline:
We recommend launching efforts mid-to-late January to align with Blue Bottle’s strategic calendar.
Contact:
Holly-Jade Landeros, CEO holly@hj-pr.com Fernando Landeros, COO, fernando@hj-pr.com
