PROPER Snacks unveils UK’s First Ever Human Claw Machine

Brief

To support the PR launch of the PROPER DROPPER campaign, driving cultural relevance, audience engagement, and visibility for a high-energy, youth-focused brand moment.

Execution

Working collaboratively with publicists, strategists, and creatives, I contributed to the development and execution of the PR strategy.
This included:

Identifying key cultural touchpoints for outreach

Contributing to messaging frameworks and PR angles

Supporting talent and influencer outreach

Ensuring cross-functional alignment between PR, creative, and brand teams

Helping amplify campaign content through culturally relevant channels

The campaign successfully generated buzz and positioned the release as an anticipated cultural drop.

Outcome

The PROPER Dropper Campaign was published by Campaign, The Grocer, Secret London, Trend hunter, my London and many more.