FOOD MARKETING & PR
Exceptional Food Marketing Campaigns
Launching a food product? Need an ongoing food marketing campaign? You have come to the right place.
Some of our recent food marketing programs include
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.
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.
BE Campbell / Perfectly Balanced
Papaya created a comprehensive campaign to launch Perfectly Balanced, a healthy range of skewers and burger patties including public relations and influencer engagement.
Papaya also managed recipe development and two photoshoots to generate social media content and imagery for media. We also assisted with social media scheduling and community management at the beginning of the campaign.
Results included the following:
16 media / social media clippings (with more to come) including high impact coverage across Studio 10, Lifestyle.com.au, Kidspot and That’s Life.
3 successful influencer partnerships with Cooking for Busy Mums, Hills District Mums and Lauren Marina
Woah they said...
Papaya managed the launch of a new product range, Perfectly Balanced, in partnership with us. The range features Aussie favourites like chipolatas, meatballs and skewers infused with nutritious vegetables such as sweet potato and carrot. Papaya brought the product to life through recipe research, a stunning recipe shoot and PR campaign. The professional team pulled off studio quality & styled imagery within a short time frame at extremely good value. We are delighted with the natural imagery and weeknight friendly recipes which look great in media and across our social media channels.
– Lisa Campbell, Marketing Manager BE Campbell / Perfectly Balanced
What sets Papaya apart from other marketing agencies?
Our approach to beverage marketing will see your campaign focus on more than just the product. We create newsworthy and social media worthy experiences with your drinks supported by Papaya’s expertise in social media, design, photography and PR. As a boutique agency, we can provide all the services to have a value-driven product launch without the expense of large, cumbersome agencies.
What is the process of working with Papaya?
Papaya has a very structured and transparent approach to working. Expect to get a monthly breakdown of your content, results, PR activity and an ad planner for the coming month so your senior management team can see everything at a glance.
How do you measure the results of a beverage marketing campaign?
At the beginning of every campaign we set KPI’s benchmarked on your business objectives, providing a report monthly.
When is the best time to work with us?
Ideal timing is to speak to us at least 4-6months before product launch. That said, if you are a start-up, it’s crucial to get widespread distribution prior to investing in agency marketing.