January is the most competitive month in food PR. Every brand wants a slice of the New Year, new you conversation, but most settle for a round-up mention and a discount code. We had bigger plans. Frive isn't just another meal delivery service, it's the healthiest, tastiest option out there and we were determined to prove it in the noisiest way possible.

We don't just chat AI, we know how to use it to earn attention.  We in-house built the FriveLine. An AI-powered WhatsApp hotline that gave resolution-struggling Brits direct access to Vicky Pattison and her no-nonsense tips throughout January. We grounded it in research that captured the cultural mood perfectly: millennials going extreme with everything from zero caffeine to dating app detoxes to Hyrox, and 86% of Brits declaring 2026 the year they'd finally prioritise their health. Frive wasn't just part of that conversation - it was the answer to it.

The results? Over 15 pieces of national coverage and counting, top marks from The Sun and a live taste test on ITV This Morning that sent website visits rocketing by +360%. In the most crowded month of the PR calendar, Frive didn't just stand out, it won January.