PR Launch: Be Campbell | Papaya PR

BE Campbell – Perfectly Balanced

Recipe Development, Recipe Photography, Food Photography, Product Photography, Food PR

BE Campbell, one of Australia’s largest meat companies chose Papaya to launch their all-new range of burgers, bangers, skewers and meatballs featuring a nutritious blend of meat and vegetables called Perfectly Balanced stocked in Woolworths stores across the country.


Targeting parents, flexitarians and those wanting to lead a healthier lifestyle, Papaya supported the BE Campbell developed a content and PR program focused on bringing the brand to life through recipe shoots.


Papaya delivered a library of 100+ recipe step and styled food images of the Perfectly Balanced product range with a recipe step-by-step photoshoot and shots of their individual products and packaging by our in-house photographer.


Found in your local supermarket, Perfectly Balanced wanted to capture the easy-to-cook products, with a focus on their inclusion of the goodness of vegetables within their wholesome meat products making them an even healthier meal option.



16 media / social media clippings (with more to come) including high impact coverage across Studio 10,, Kidspot and That’s Life


100+ professional images of recipe steps and styled hero shots of each dish to use across social, website and to drive a PR launch campaign


Influencers such as Cooking for Busy Mums, Hills District Mums and Lauren Marina

How we got there

Recipe Development

Papaya developed easy recipes that would target the busy working family and would be loved by the all.

Papaya managed two photoshoots including providing a full brief and mood board of the proposed style, timeline, ingredient purchase and prep, cooking, step-by-step recipe shots and styling the end result hero dishes.


These photoshoots produced over 200+ professional images which would be leveraged across social media and PR.


Papaya developed a compelling media pack and pitching program to place these recipes in key publications and pitched cooking giveaways and segments to drive awareness, including Studio 10,, Kidspot and That’s Life.

perfectly balanced burgers
perfectly balanced beef
perfectly balanced burgers
perfectly balanced nachos
pumpkin bake
perfectly balanced mince
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