Food & Hospitality Marketing Sydney | Papaya PR

FOOD MARKETING & PR

Crafting Exceptional Food Marketing Campaigns

Launching a new food product or need ongoing marketing support? You have come to the right place.

Our boutique team specialises in food marketing and will get you eyeballs where it matters most across Social media, PR and trade industry marketing.

SERVICES

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Public Relations

Getting into the media that will launch your product or campaign with a bang. Relationships with leading journalists including: Delicious, The Daily Telegraph, The Australian Women’s Weekly, News.com.au, Prevention, Better Homes & Gardens, Sydney Morning Herald

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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

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Photography & Video

Professional photography and video to capture your product in a way that will land media coverage and engage a social media audience

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Social Media Marketing

Award winning social media experts! Reach your target market and grow your audience with compelling content and strategic social media advertising.

Some of our recent food marketing programs include

Celebrity Chef Matt Moran holds fish in front of white wall for national barramundi day Media Campaign

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

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.

Adam Liaw Food marketing event for japenese Wagyu as he holds two cuts of meat in front of harbour

Noshu

After first working with Noshu ten years ago, Rachel Bajada, founder of Noshu engaged our services once again to launch their newest confectionary product. Noshu had done very little PR since, so it was a great opportunity to build up Rachel’s profile and introduce journalists to the brand. Papaya completed a comprehensive media and influencer campaign to launch the new 75% less sugar jellies to consumers across Australia.

 

Results included the following:

  • Featured coverage in national publications like News.com.au and lifestyle publications such as Women’s Agenda, New Idea and Kidspot with a total media circulation of 7.7million

  • Secured six influencers across Tik Tok & Instagram with a total following of 2.5million

What they said...

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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

FAQ's

What sets Papaya apart from other marketing agencies?

Our approach to food and beverage marketing will see your campaign focus on more than just the product. We create newsworthy and social media worthy experiences with your products supported by Papaya’s expertise in social media, 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?

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 marketing campaign?

At the beginning of every campaign we set KPI’s benchmarked on your business objectives, providing regular updates and monthly reports.

When is the best time to work with us?

Ideal timing is to speak to us at least 4-6 months before product launch. That said, if you are a start-up, it’s crucial to get widespread distribution prior to investing in agency marketing.

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