Welcome to S3E011 of IMpulse, the Influencer Marketing Podcast!
IMpulse is brought to you by Phyllo.

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In this episode, we’re joined by Chelsea Jarred, Founder and Director of Grapevine PR, a boutique Australian PR agency behind some of the country’s most iconic food and wellness brands. With over 15 years of experience, Chelsea reveals how her agency balances brand safety, influencer vetting, and authentic storytelling to create campaigns that actually work.

From launching lo-fi influencer content to embracing TikTok Shop and live shopping, Chelsea shares what PR teams must do to adapt in 2025 and beyond. You’ll also hear how her team ensures brand fit, manages compliance manually and with AI, and why Gen Z grocery buyers are driving major shifts in FMCG marketing.

🎙️ Key Topics Discussed:
1. Grapevine PR’s evolution and philosophy behind food & wellness marketing
2. Why TikTok is the “Wild West” for FMCG—and why that’s a good thing
3. The power of TikTok Shop and its impact on the customer journey
4. The agency’s influencer vetting process and manual social media checks
5. Where AI can support (but not replace) PR teams
6. How to create lo-fi influencer content that feels human and drives trust
7. Cancel culture, risk management, and brand safety in the digital age


Check out the three most downloaded episodes: 

• Exploring the Evolving Landscape of Influencer Marketing with Aaron King

• Exploring the Growth of Influencer Marketing in the Age of Web 3.0 with Scott Guthrie 

• The Rise of Influencer Marketing and its Impact on Digital Marketing with Oliver Lewis

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