PR Brand Relaunch: Japanese Wagyu | Papaya PR


Brand PR Launch, Event Photography, Media Photography

Following a twelve-year ban, Japanese Wagyu was finally introduced into Australia serving the high-end food sector with authentic Japanese Wagyu. Retailing for $500/kg, Papaya completed a comprehensive hospitality marketing program and media campaign in Sydney to introduce Japanese Waygu to Australia through brand PR.



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.


Coverage on Channel 10's Studio 10 - Cooking segment with Adam Liaw


A suite of high-quality images published by Broadsheet and turned around within 24 hours of the event.


Securing influencer and celebrity chef Adam Liaw to MC the event.

Social Media

Social media coverage including various posts from Adam Liaw who has over 100,000 followers.


B2B PR Campaign

We compiled a targeted database of over 400 contacts focusing on high end Japanese restaurants like Tetsuya’s, Sokyo, Toko and Sake alongside niche meat retailers such as Vic’s Meats. 

Introducing such a high price and imported meat product was a considerable challenge, however leveraging our network of contacts in the food, beverage and hospitality space meant that Papaya secured celebrity chef Adam Liaw to host the event alongside an impressive chef and media turnout. Arigatō!

PR Marketing Campaign

Papaya leveraged relationships with media to create a highly tailored campaign targeting media both from consumer and trade publications. Valuable TV cooking segments, features in Broadsheet and multiple trade media hits were secured.

Event Photography

As part of the event for Japanese Wagyu we captured all aspects of the event including, important guests, candids of invitees, main events and key shots for media. We supplied the client a library of over 150 high res images for them to use as they wish.

Find out how we can create a kickass launch for you

wagyu cattle in a field
Wagyu beef by Adam Liaw being cut by chef
Wagyu Beef steaks cooking on a grill with flames
Face of the brand for this pr event Adam Liaw, celebrity chef
Japanese Wagyu Event in Sydney, Chef displaying Wagyu beef on knife to audience
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