WHEN YOUR BRAND IS A CATEGORY

Some brands compete in a category. Others are the category. At Papaya, we’re bloody proud to work with brands that don’t just sell something, they stand for something bigger. These are brands that unite producers, elevate standards and advocate for entire industries. When they come together, they don’t just lead a category, they create it. If you’re ready to shape your industry, here’s a few tips on how to start.   

Tips for organisations to build a consumer category brand

Advocacy builds credibility and the media love a cause. If your industry needs policy change, don’t just lobby quietly. Start a petition. Rally chefs, producers and consumers. Use it to generate media attention and pressure policymakers with strategic public relations. 

We did this with Australian Barramundi to push for Country or Origin Seafood Labelling laws. The result? Restaurants from 2026 will start labelling where their seafood is from on menus. A huge win! 

2. Align around a clear category message 

Category builders succeed when they own a single, powerful idea. If you want chefs, retailers, producers and consumers to back your product or brand, they need a shared language. A clear, consistent message helps unify the sector and drive demand. 

For Australian Barramundi, we rebranded the category around one word: iconic. It’s a bold, confident idea that elevates locally farmed barramundi from a product to a national symbol. Every campaign touchpoint, from chef content to media stories, reinforces this positioning. It’s not just barramundi. It’s iconic. And Aussie’s stand behind it in support. 

3. Turn education into experience

Want to shift perceptions? Don’t just inform, immerse. Host masterclasses. Invite chefs. Let producers tell their stories. When people experience your product or brand firsthand, they become advocates. 

Education is essential for category growth, it builds understanding, shifts perceptions and helps audiences see the value behind the product. That’s why we turn education into engagement, helping entire categories connect with their audiences in meaningful ways through integrated social media strategy. 

With Australian Avocados, we ran national masterclasses for chefs and QSR chains. Hands-on learning, grower Q&A’s, high-profile chefs, turning avocados into a menu essential. 

 4. Activate across every touchpoint

Category leadership means showing up consistently, everywhere. 

Social, PR, events, ambassador programs and trade shows. The message should be consistent, the presence constant. Credibility isn’t built in bursts, it’s earned over time. We support this with social campaigns that connect and earned media expertise.

For Australian Barramundi, we manage full-service marketing that reinforces one idea: choose local. 

5. Know your customers

You can’t lead a category without understanding its dynamics, what audiences know, what they value and where the gaps are. Invest in research that uncovers barriers, motivators and opportunities. Then use those insights to shape your strategy. 

With the Australian Abalone Growers Association, we ran consumer testing and chef interviews to understand perceptions, pricing and product formats. That data now guides the category’s messaging and growth strategy, supported by high-impact launch PR when entering new markets.

Ready to grow your category? 

We work with clients who represent industries, drive change and act as public advocates for their industry. They’re not just marketing a product, they’re shaping the future of their category. 

 Papaya helps industries turn shared values into market momentum. If your category stands for something bigger, we’ll make sure it’s seen, heard and chosen. Let’s talk.