FARMING & SUSTAINABILITY

Agricultural PR | Agricultural Social Media Marketing | Agricultural Digital Marketing | Graphic Design | Photography & Video

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.

Our Sustainability & Farmings services include

PR

Specifically tailored to getting coverage for your organisation in some of the most enviable publications like 7 News, Sydney Morning Herald, Broadsheet, 2GB, Urban List, Concrete Playground and TimeOUT.

Celebrity Chef Engagement

We’ve worked with some of the best celebrity chefs in Australia including Josh Niland, Matt Moran, Adam Liaw, Colin Fassnidge, George Calombaris, Analiese Gregory, Jacqui Chillinor and more.

Social Media Marketing

Building communities online that are passionate about your cause with kickass content and precise analytics.

Trade Marketing

Engage your exact potential customers 1:1 with an unforgettable experience ideal for targeting retail buyers, chefs 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.

Market Research & Surveys

Pre and post campaign to gauge real results and impact.

Branding & Design

That grabs the attention of your direct target audience.

Marine Stewardship Council

One-third of the world’s seafood population is in decline, non-profit organisation Marine Stewardship Council (MSC), is on a mission to safeguard the future of our seafood and ensure our future grandchildren can also enjoy the same variety as we have today. 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.

With a new generation of chefs launching in the hospitality industry that are passionate about sourcing sustainable produce and Gen Z Australians following Greta Thunberg’s mission on sustainability, Papaya brought these powerful movements together for Sustainable Seafood Week 2020 and created the theme of ‘Generation Seafood’.

By leveraging our hospitality relationships, 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.

With Gen Z’s fight on climate change trending, Papaya launched a nationwide survey to young Australians and discovered that they are concerned about the impact on our oceans and are about the future of their seafood.

Papaya leveraged these survey findings for Sustainable Seafood Week and 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 Generation Seafood campaign for Sustainable Seafood Week had a media reach of 48 million people!

See Case Study

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 Farmers Association

With 60% of barramundi in Australia imported, Papaya embarked on a three-year long program and called Australians to Ask for Aussie Barra. This multi-faceted program had both a trade and consumer component to secure genuine purchase change:

Gained media coverage in ABC News, Today Tonight, Weekend Sunrise, Daily Telegraph, 2GB Radio, Studio 10, Goodfood and Hospitality Magazine. We called for consumers to purchase Australian over imported barramundi.

60% of chefs indicated they will include Australian barramundi on menus in the next 6 months thanks to Papaya’s unique trade engagement program across Sydney and Melbourne.

Built the consumer database from scratch with a free digital cookbook using recipes created by Australia’s top chefs, this has been downloaded nearly 2,500 times.

Secured nationwide momentum from Australia’s first National Barramundi Day that saw 40 of Australia’s best restaurants . These included Catalina Rose Bay, Rockpool Dining Group, Guy Rossi’s Florentino and Pilu, becoming micro ambassadors for Aussie Barra.

- 25% increase in social media impressions and nearly
- 30% increase in engagement on social media.
- 5.9K new ranking keywords due to SEO development
- Dwell time on site increased to 4% longer.
- Organic traffic growth of 5.2% during an 8-month period.

See Case Study

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?

We have a genuine care for telling stories about organisations with an environmental or social purpose and we have Papaya’s expertise in social media, PR, influencer campaigns, photography and design means we can provide all the services to have a value-driven launch without the expense of large, cumbersome agencies.

What is the process of working with Papaya?

Papaya has a very structured and transparent approach when executing a PR, social media and influencer campaigns. Expect to get a customised pitching program with detailed pitching for each publication along with a comprehensive social media ad strategy. We don’t shy away from frequent updates on progress and analytical monthly reporting.

How do you measure the results of a PR and social media marketing campaigns?

At the beginning of every campaign we set KPI’s benched on your business objectives, providing a report monthly.