This edition of The Ceres Edit brings together a selection of LinkedIn posts from the Ceres team, covering client work, industry observations and the themes shaping conversation across food, health and wellbeing communications.
Taryn on AI-generated experts
Ooof! An interesting (and potentially uncomfortable) Press Gazette read for anyone in the PR and media world today π The rise of fake or AI-generated ‘experts’ making their way into media is a reminder that, even as the industry evolves fast, credibility still does the heavy lifting. Tools are getting smarter, but trust is still built the old-fashioned way – real expertise, experience and accountability.
For brands and agencies, it reinforces just why having genuinely credible, well-known experts’ available matters more than ever. Reputation risk now cuts both ways – for media and for comms teams. Which is why we’re so glad at Ceres PR to have the opportunity to know and work with some of the very best in the health and wellbeing industry π Nichola Ludlam-Raine BSc (hons), PG Dip, MSc, Robert Hobson, Harriet Sibun, RD, Sarah Jarvis, MBE, Azmina Govindji RD FBDA, Claire Baseley and so many more...
https://lnkd.in/erurKrCS
Read Taryn’s original LinkedIn post
Welcoming The Fini Company UK to Ceres
We’re delighted to share that we’re now working with international confectionery company, The Fini Company UK.
Founded in 1971 in Murcia, Spain, Fini is a family-owned business that has grown into one of the world’s most well-known confectionery producers. Exporting to over 100 countries, the brand is famous for its bold flavours, bright colours and playful shapes, as well as its focus on innovation and high-quality production.
We’ll be supporting Fini Sweets UK Ltd. with their trade PR, working closely with the team to build their presence in the UK confectionery market, strengthen trade relationships and support long-term brand growth.
With a busy programme of activity planned for 2026, we’re excited to help bring Fini’s story to life in the UK market.
π Watch this space for more to come…
Read Ceres’ original LinkedIn post
Why Heart Month matters for food and health brands
February is Heart Month. A moment that matters.π§‘
Not just because cardiovascular disease remains one of the UK’s biggest health challenges. But because it creates a credible opportunity for food and health brands to show how they support everyday heart health.
At Ceres, we’re working with a number of clients in this space, each with a different role to play in the conversation.
For California Walnuts UK, that role is about the power of small, consistent habits. Our Heart-Healthy Handful activity, fronted by Registered Associate Nutritionist Alice Haley, BSc, ANutr focuses on one simple behaviour. A daily handful of walnuts as part of a balanced diet. Through expert-led social content, heart-health explainers and recipe storytelling, we’re translating plant-based omega-3 ALA science into something tangible and achievable.
For LoSalt, the conversation centres on practical salt swaps and blood pressure awareness. Helping consumers understand how small reductions in sodium intake can have a meaningful impact over time. Again, led by credible voices (Sarah Jarvis, MBE, Gary Maclean) and everyday meal inspiration.
And for Alaska Seafood UK and Northern Europe, it’s about spotlighting the role of oily fish and omega-3s in supporting cardiovascular health. Ensuring the science is communicated clearly, confidently and in a way that feels relevant for consumers, through recipe inspiration and influencer collaborations.
Different brands. Different nutritional strengths. One common thread:
π― Clarity
π¬ Strong science
π©βοΈ Credible expertise
π Simple behavioural nudges
π¬ And storytelling that makes complex health messages feel accessible rather than overwhelming.
Heart Month works best when brands resist the temptation to overclaim but instead focus on their very real contribution to everyday wellbeing.
Read Ceres’ original LinkedIn post
Emily on launching Yakult’s Valentine’s campaign
Happy Valentine's Day! Although... we’ve actually been talking about Valentine’s Day before Santa had even delivered the Christmas presents... that's why it’s so exciting to finally see this campaign live.
Such a brilliant one to work on from the very beginning - especially because it’s rooted in credible science, expert insight and genuinely interesting research.
Huge team effort behind this, and very proud to have played a part in bringing it to life.
With coverage already landing across national media including Daily Express, Daily Mirror, Daily Star, The Sun and Yahoo.
We’re so excited to see this multi-layered campaign come to life. Featuring new research, multimedia video content, and a dedicated radio day with our brilliant spokesperson, Dr Naomi Middleton, Clinical Psychologist specialising in gut health.
Did you know?
π Couples spend more than four hours a year kissing, with those in Wales π΄σ §σ ’σ ·σ ¬σ ³σ Ώ leading the way
♥οΈ Those who aren’t married are more likely to pucker up, clocking 1,825 kisses a year
π Compared to 1,460 among couples who have tied the knot
π A single 10-second kiss can transfer up to 80 million bacteria between partners
π And that microbial exchange may actually support greater gut diversity!
Playful and relevant? Definitely.
Backed by expert insight and credible research? Absolutely.
A huge thank you to the whole team involved in bringing this to life.
Now we watch the coverage roll in π
Read Emily’s original LinkedIn post
James on the power of creator partnership ads
Really enjoyed working on this Christmas campaign for California Walnuts UK! From proposing and shaping our partnership ad approach to seeing it come to life through amazing festive content by our content creators, it was a great one to work on. A lovely reminder of how powerful authentic creator content can be when paired with the right paid strategy. Excited to further explore and build on this approach for our clients and deliver more great results ππ½
π Christmas is the hardest time of year to win attention on social.
Here’s how creator partnership ads helped us do exactly that.
As part of our Christmas campaign for California Walnuts UK, we utilised creator-led partnership ads, delivering a 159% increase in reach alongside a 23% reduction in costs month-on-month.
To stand out in a crowded festive landscape, we prioritised partnership ads over organic-only activity, combining authentic creator storytelling with Meta’s targeting and scale. Each reel was created specifically with paid amplification in mind, ensuring content worked harder from day one.
Each creator brought their own festive spin, showcasing California Walnuts in seasonal cooking moments across Instagram and Facebook. Their authenticity and established trust with their audiences played a key role in driving strong performance, while also strengthening long-term relationships and future collaboration opportunities.
Featuring festive content from Molly Cunningham (@whatmolly.eats), Tyler Butt (@tylerbutt_eats), Serena Patel (@onserenasplate) and Emma Gunavardhana (@emmaguns).
A great example of how creator partnership ads can drive both standout content and strong performance when it matters most π.
Read James’ original LinkedIn post
Maddie on leadership, growth and peer conversation
Last week, I sat in a room with 80 agency rising stars (well, that’s what they called us!)… and not one of us had it fully figured out.
It was the first in-person day of the Leadership Programme with Agency Hackers, and what a day it was.
Around 80 of us from agencies across the community came together, all either stepping into leadership roles or growing within them, for a mix of talks, discussions and (the most valuable part) honest peer conversations.
What stood out most wasn’t just the speakers, brilliant as they were, but the space to talk openly about the realities of leadership. The stuff that actually keeps you awake at night. No fluff, just shared experiences, challenges and practical support.
It was also a good reminder that many of us are navigating similar pressures, balancing delivery with development, supporting teams while growing ourselves, and there’s real value in learning alongside others in the same position.
How often do you make space for these kinds of peer conversations?
Read Maddie’s original LinkedIn post
We’ll be back soon with the next edition of The Ceres Edit, bringing together more of the posts, perspectives and themes shaping our thinking at Ceres.
