🔥 Top PR Campaigns of the Week

This Week’s Standout PR Campaigns

1. HelloFresh quick-meals data story​
​As seen in: The Grocer​

HelloFresh has shared sales data and research with Savanta suggesting the return to office life is reshaping how people cook. As commuting becomes routine again, orders for meals that take under 15 minutes have increased fivefold since 2022, and quick-meal demand is up 30% year on year. The pressure seems to come from busier office days: 58% of workers say commuting days feel more rushed, and 61% say time pressure affects what they cook.

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​What we like about this campaign

It's quite simple, but there are two parts to the story. HelloFresh shares its own sales data to show what’s happening, and then uses survey research to explain why. And it's showing something interesting: the return to the office changed (or is changing) how people cook on weeknights.

2. BLACKPINK x Disney Punk Capsule​
​As seen in: Variety​

Disney and BLACKPINK teamed up with Complex to launch a limited-edition streetwear capsule that reimagines Mickey and Minnie in a 1970s punk style - and the drop was timed with BLACKPINK’s world tour. Each order also includes a collectible BLACKPINK photocard - a small touch designed to tap into fan culture and create extra buzz.

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​What we like about this campaign

This works because three different audiences come together. Disney brings the heritage brand, BLACKPINK brings a global fanbase already in hype mode after the EP release, and Complex adds streetwear credibility plus a direct sales channel. The photocard also turns a normal merch purchase into a collectible that fans photograph and share, which helps the story spread on social as well as in the press.

3. Energym Deepfake Spoof​
​As seen in: Fortune​

Belgian creative agency AiCandy made a spoof documentary using hyper-real AI deepfakes of Elon Musk, Sam Altman and Jeff Bezos. The film promotes a fictional dystopian company called “Energym”, which claims to harvest energy from unemployed humans to power AI. It’s deliberately absurd - a stunt designed to encourage debate about AI, jobs and energy.

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​What we like about this campaign

It taps into two big anxieties about AI: it's impact on jobs, and the huge energy demands. AiCandy wraps both into one absurd, highly shareable video. But of course, the video uses the same tools they’re poking fun at to make the film, so the whole thing also acts as a demo of their work.

📣 Top PR Opportunities

News Hooks for PR Campaigns

1. Cottage cheese demand surges in UK​
​As seen in: Daily Mail​

Cottage cheese - once a staple of the 70s - is having an unexpected comeback in the UK, fuelled by TikTok and the increasing demand for high-protein diets. Tesco says demand has risen around 200% in the past two years, while Arla’s CEO said the company is “constantly sold out”. Scottish producer Graham’s Family Dairy is investing £3.5m to expand production by 50% to keep up, as social media turns cottage cheese into everything from pizza bases (no thank you) to desserts (also no thank you).

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​Why have we flagged this?

The unexpected surge in demand gives food, fitness and health brands an opportunity to react, whether through simple data, product tie-ins or creator collaborations.

Angles to explore

Cinema chains like Vue Cinemas could test a limited-edition “Protein Popcorn & Cottage Cheese Dip” snack during blockbuster weekends, leaning into the absurdity of the trend.

The cottage cheese basket: Online grocers like Ocado could analyse basket data to reveal which ingredients are most commonly purchased alongside cottage cheese - from rice cakes and hot honey to protein pasta - and how these pairings have evolved since the TikTok trend took off.

The rise of high-protein snacking: Calorie-tracking apps like MyFitnessPal could analyse aggregated food-logging data to identify the fastest-growing protein foods among younger users and whether cottage cheese is gaining ground alongside staples like Greek yoghurt or protein shakes.

2. New BTS album out in March​
​As seen in: NME​

BTS have revealed the 14-track lineup for their new album ARIRANG, out 20 March. The record includes collaborations with artists such as Diplo, Kevin Parker and JPEGMAFIA, with BTS members also credited as writers. The band will mark the release with a comeback concert in Seoul streamed on Netflix the following day, followed by a documentary and a 2026–27 world tour.
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​Why have we flagged this?

Big-name collaborations, a Netflix comeback show and a world tour give brands plenty to work with - from fandom moments to fashion tie-ins, creators and streaming culture.

Angles to explore

Language apps like Babbel could look at new course starts and lesson streaks for Korean compared with English or Spanish to see if BTS’s ARIRANG release and global collaborations are pushing more people to start learning Korean ahead of the Netflix concert and world tour.

Airlines like Korean Air could create a playful “BTS Pilgrimage Guide” for fans visiting Seoul, mapping key K-Pop landmarks around the comeback concert.

Food delivery platforms like Deliveroo could launch a limited “BTS Watch Party Feast” for the night of the comeback concert stream, working with Korean restaurants to create special menus. They could also reveal which UK cities are ordering the most Korean food during the livestream, turning the event into a real-time “K-Pop watch party map.”

3. Gen Alpha spending tops $100bn
​As seen in: Fortune​

Generation Alpha (born from 2010 onwards) now controls over $100 billion in direct spending each year in the US, averaging about $67 a week per child, while influencing 42% of household purchases, according to DKC. They’re also deeply digital-native: 91% earn money in some form, more than 60% see content creators as career role models, and many make purchases through platforms like Roblox, Amazon and TikTok.

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​Why have we flagged this?

The data shows a shift from simple influence to real purchasing power. Gen Alpha is increasingly spending directly through digital platforms, gaming worlds and creator ecosystems, pushing brands to rethink strategies built around traditional retail.

Angles to explore

Where Gen Alpha actually spends: Youth debit card platforms like GoHenry could analyse transaction data to reveal where Gen Alpha spending is going - from digital goods and creator tools to gaming purchases and subscriptions - and how those categories are shifting over time.

The rise of digital identity spending: Gaming platforms or market analysts could examine whether spending on avatar items, digital fashion and virtual experiences is growing as Gen Alpha invest more in online identity and self-expression.

Kids with digital wallets: Parenting or family finance apps could explore how families are adapting to Gen Alpha’s financial independence - from rising allowance amounts to children having more influence over subscriptions, apps and online purchases.

🙌 Until Next Week

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​Aleyda Solis From Trending Campaigns​