FARMING & SUSTAINABILITY
We care about the world, about farmers, about sustainable living and each other!
We are passionate about creating campaigns that make a difference to the world through supporting farmers, social enterprise and not-for-profits.
Our clients are pioneers in sustainability and sustainable farming practices, from the Marine Stewardship Council’s scientific certification program to Ceres Organics support of the third world, Sustainable Barramundi farming and Colombo Social supporting asylum seekers from Sri Lanka.
We love sharing important stories of farmers, fisheries and communities with impactful PR and social media marketing campaigns which create mass awareness nationally and connect farm products to business industries and consumers.
Our team consists of experts in PR, social media, direct sales, photography and design, the perfect combo to craft and deliver a compelling narrative for your organisation that will pull at the heartstrings.
SERVICES
Public Relations
Specifically tailored to getting coverage for your organisation in some of the most enviable publications like 7 News, Sydney Morning Herald, Broadsheet and 2GB.
Target Marketing
Engage your exact potential customers 1:1 with an unforgettable experience ideal for targeting chefs, retail buyers and food manufacturers who could be customers of your product.
Recipe Creation, Photography & Video
We work with celebrity chefs to create and style recipes that brings produce to life. From the farm to the plate, we can tell the entire story visually.
Social Media Marketing
Build communities online that are passionate about your cause with kickass content and precise analytics.
SOME OF OUR RECENT MARKETING PROGRAMS INCLUDE
Marine Stewardship Council
To spread the message of protecting the future of our seafood and encouraging Aussies to look for the MSC ‘blue fish tick’ when purchasing seafood, Papaya embarked a three-pronged campaign for Marine Stewardship Council’s Sustainable Seafood Week 2020.
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Papaya hosted a masterclass event with pioneer chefs with a sustainable cause, Josh Niland and Analiese Gregory. The event was sold out within 72 hours and received media coverage on Broadsheet, TimeOut, EatDrinkPlay and Sitchu.
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Launched a nationwide survey to young Australians and discovered that they are concerned about the impact on our oceans and the future of their seafood.
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Secured premium coverage on News.com.au, Daily Telegraph, Sydney Morning Herald, The Age and a radio segment on 2SER Breakfast Show. In total, the campaign had a media reach of 48 million people!
Japanese Wagyu
Following a twelve-year ban, Japanese Wagyu was finally introduced into Australia serving the high-end food sector with authentic Japanese Wagyu. Papaya completed a comprehensive hospitality marketing program and media campaign in Sydney to introduce Japanese Waygu to Australia through brand PR.
Secured a cooking segment with Channel 10’s, Studio 10 program with Adam Liaw.
A feature launch including over 120 chefs and hospitality professionals.
Featured coverage in major food and beverage publications like Broadsheet, alongside trade media including, Hospitality Magazine, FMCG and The Drop.
Australian Barramundi
With 60% of barramundi in Australia imported, Papaya embarked on a four-year program and called on Australians to Ask for Aussie Barra. In 2023 the Australian government announced Country of Origin Labelling Laws for Seafood in hospitality. This multi-faceted program had both a trade and consumer component to secure genuine purchase change:
Created Australia’s first National Barramundi Day which has been running for the past four years. Each year we secure nationwide momentum by partnering with an Aussie celeb chef and over 100 restaurants to create unique barramundi specials. Chefs include: Dan Hong, Mitch Orr, Matt Moran & Matt Stone
Gained media coverage in ABC News, Daily Telegraph, Sydney Morning Herald, Weekend Sunrise, Good Food, Broadsheet, 9 News, 2GB, Courier Mail, Herald Sun and Delicious
Built a consumer database with a free digital cookbook using recipes created by Australia’s top chefs. This has been downloaded over 5,000 times
Hosted chef events in Melbourne, Sydney & Brisbane. Post-event surveys showed 60% of chefs indicated they will include Australian barramundi on their menus within the next six months
Woah they say...
Papaya was selected from 9 agencies to lead our marketing. Our needs covered everything from design, to a new website, to B2B direct engagement, PR and social media prowess. With a fantastic skill set from a boutique team, they established a 3 year program that has so far seen everyone from Alan Jones to hatted restaurants calling to “Ask For Aussie Barra” just after a year in.
– Jo-anne Ruscoe, Executive Officer of Australian Barramundi
Our event in Sydney was very successful. We had so many people and media participating in our event because Papaya is trusted by many people from within the industry including chefs and publications. We definitely would choose to work with Papaya again and we are looking forward to working with Papaya in the future.
– Japan Livestock Products Export Promotion Council
FAQ's
What sets Papaya apart from other marketing agencies?
What is the process of working with Papaya?
Our approach at Papaya is structured, transparent and response. Our hands-on-approach means we’re ready to address your needs, with regular progress meetings to ensure alignment and an activity tracker to monitor progress. Our live reporting provides real-time insights into performance. With Papaya you can expect a partnership built on communication, accountability and shared success.
How do you measure the results of a PR and social media marketing campaigns?
At the beginning of every campaign we set KPI’s benchmarked on your business objectives, providing regular updates and monthly reports.
