Your communications have to be hyperlocal, while still reflecting a single, authentic, global brand voice - Daniel Convertini, Too Good to Go

Daniel Convertini is a senior communication professional with over 12 years of experience in Corporate and Brand Communications, both in public and private-owned companies. He has built communications teams and crisis processes from scratch, has worked as a journalist, has launched operations  in new markets, has re-branded companies, and advised Government officials as a Consultant.

Daniel is now the Head of Global PR at Too Good to Go, a global social impact company that connects users with partners to rescue unsold food and stop it from going to waste. The marketplace was launched in 2016, and since then, it has contributed to saving over 500 million meals from going to waste, is available in 19 markets and there are over 180.000 active business partners.

‍

Daniel has been with Too Good to Go since 2023, and says that the most exciting part of his job is being able to see the strong impact they have in media across countries.

“Behind our numbers, there are local businesses from around the world that are fighting food waste: from a corner bakery in Copenhagen rescuing dozens of Surprise Bags to a family-run café in Melbourne joining the app for the very first time. Each independent partner’s success story, headlined thanks to their collaboration with Too Good To Go and celebrated as a source of pride, truly energizes me. 

Those stories inspire neighbours and other businesses to follow suit.”

‍

He thinks that in terms of PR tactics and strategies for impact-driven companies, in 2025, the key is the mindset: 

“At the heart of every impact‑driven PR story lies an honest, relatable voice, one that comes from what you truly believe in. 

As communicators, we can’t be detached observers of the impact we’re working to create; we have to feel that sting ourselves. 

For me, that connection goes back to my abuela in Argentina, who every Sunday spent her entire mornings preparing a full meal for the family, yet never letting a crumb go to waste. It’s the same spirit that turned the asado, once a way to grill butchers’ surplus cuts, into our national symbol of culture and friendship. In Argentina, the asado is a synonym of families and friends gathering around the table to share a meal, conversation and wine.

From that place of genuine conviction and connection with our reason-why, we weave together human stories to tell a story.”

‍

The power of Too Good to Go’s story, he adds, comes from addressing the feeling of frustration many of us have when we see food being wasted, on one hand, and that of gratification of being able to save it, on the other.

“Imagine bakers watching their dough go stale, and then rejoicing as their products enjoy a second life in the app; and then imagine an excited family opening a Surprise Bag and realizing they have some great product to turn into a fun dinner. 

It’s that human emotion that we try to embed in our storytelling to have more impactful PR results.”

‍

Daniel manages global PR strategies and this doesn’t come without challenges. The biggest one, he thinks, is being aware that there’s no “one-size solution” for all issues, especially when we’re talking about food.

“Every region, every city even, has its own culinary traditions and emotional connections to what ends up on their plate. 

That means your communications have to be hyperlocal, speaking the language of each community, while still reflecting a single, authentic, global brand voice. I like to think about it as building one voice with different accents.

At the same time, the media landscape is changing faster than ever. 

Traditional outlets are increasingly digital, and social platforms like TikTok aren’t just where consumers go for entertainment, they’re sources that journalists use for stories. 

A single viral video in the U.S. can spark coverage in Spain within hours, so your team needs to be listening globally and ready to amplify those moments everywhere.”

‍

But behind all of these challenges, there are big opportunities, and the numbers show it.

“When you get your hyperlocal storytelling right, you turn everyday people into your most passionate advocates, you have bakers, grocers and families sharing their Surprise Bag.

 In fact, we’ve seen this firsthand: users create an average of 1,700 TikToks about Too Good To Go every month, generating over 23 million views, and our organic TikTok following has grown by 97.5% year over year. 

Those authentic, user‑driven stories feed traditional media pipelines and become evergreen content that continually reinforces our message in every market.”

‍

AI is part of his work, and he uses it daily to speed up content creation or to process information to get story angles that are richer. 

“But the real game‑changer is how PR professionals can leverage AI‑powered discovery. 

A recent article from Ad Age explores how LLMs and AI search are reshaping brand discovery, and the big takeaways really hit home for PR. 

Firstly, AI favors earned media and authoritative, third‑party sources over proprietary content. 

Secondly, niche outlets and specialized communities are more crucial than ever as they can be considered more influential sources on specific domains. 

And, thirdly, just as Google disrupted how we look for information, LLMs are re-shaping that process, now favoring multi‑sourced, contextual storytelling.

‍Navigating that shift, learning to optimize our earned coverage for AI discovery, doubling down on niche relationships, and framing stories in a way that fits these models better, will define the next chapter of PR.”

‍

Lastly, we asked Daniel to share his thoughts and suggestions for small impact-driven startups, with smaller or no budgets, to build strong PR strategies and tactics.

“Good PR isn’t about how big your budget is, it’s about how compelling and consistent your story is. 

If you treat PR like another advertising channel, your reach will only ever match your spend. But when you build a truly newsworthy narrative, one rooted in a powerful founding story, a real problem you’re solving for real people, powerful data points and a disruptive twist, budget becomes irrelevant. 

That kind of authentic story sparks word‑of‑mouth, organic media interest and genuine community buzz that money alone can’t buy.

‍Start by defining your core story: the “why” behind your business, the “who” you are helping and the “what” makes your approach different. Turn that into a concise founder’s letter or case study you can pitch to niche blogs, local outlets and industry podcasts. Activate your community next. Encourage your earliest users to share their experiences too. 

As the business evolves and your startup begins to show real‑world results, each milestone becomes a new chapter in your story. Sharing those wins keeps your narrative fresh and gives journalists and your community tangible proof that you’re delivering on your promise. 

Along the way, defining clear, consistent metrics for success ensures every new story remains aligned with your core mission. That disciplined measurement not only fuels better storytelling, it also helps you learn what resonates most, so your PR continues to spark genuine earned interest.”

‍

Thank you, Daniel Convertini!

‍