Hot Mustard PR

Hot Mustard PR is a public relations and strategic communications consultancy built around food, retail and lifestyle brands, with founder Anne Deanovic working primarily with Twin Cities-based companies. Clients range from individual restaurants and retailers to entire retail districts, often around moments like new store openings that require coordinated media attention and public-facing messaging.

Work centers on media relations, social media and influencer programs, communications strategy, and event support, alongside the writing that underpins all of it — press materials, newsroom content, and thought leadership placed on behalf of clients. Deanovic founded the consultancy in 2016 after building a career at Weber Shandwick, Hill & Knowlton, mono and Olson Engage (now ICF Next), and still collaborates with agencies on select projects while running most engagements directly with local businesses.

Based in Minneapolis, where Deanovic grew up and returned after a stint in Chicago, the consultancy holds an M.S. in Integrated Marketing Communications from Northwestern University's Medill School as part of its founder's training. That combination of agency-side experience and a focus on Twin Cities food, retail and lifestyle sectors shapes an approach where PR strategy, event execution and influencer collaboration are handled as one continuous thread rather than separated disciplines.