GOLD AND GREEN - PR & INFLUENCER EVENT

PR Event

Papaya drove awareness for Gold & Green Pulled Oats with consumers in Australia by leveraging the innovative new product and driving a strategic PR and influencer campaign.

This included tailored media pitching to Papaya’s network of media contacts and influencers. High impact results were achieved including product features in Better Homes and Gardens and Body & Soul PLUS social media influencer coverage with DJ Tiger Lily’s our.soul.purpose Instagram account which celebrates plant-based living.

Papaya also hosted a plant based vegan event at The Sydney Opera house featuring celebrity chef Tom Walton and host Yumi Stynes, targeting plant-based and healthy lifestyle focused media and influencers. The event was a great success with over 100 guests in attendance posting and tagging G&G and the product throughout the night gaining a whopping total 622,000 audience reach.

RESULTS

Coverage

Multiple pieces of high impact coverage in publications including Body & Soul, Broadsheet, WHO magazine and Better Homes and Gardens. The campaign reached a readership circulation over 500,000 people!

Event

Over 100 guests attended a media event at the Sydney Opera House including news.com.au, Thrillist, RUSSH Magazine, TimeOUT, Women’s Health, Who Magazine, Food & Drink Business, Now to Love, New Idea, Prevention, Man of Many and Buzzfeed.

Influencers

30 Influencers that attended the event all posted and tagged G&G in multiple reels, stories and in feed posts garnering a huge viewership of 622,000 people total.

HOW WE GOT THERE

PR Launch Campaign

Papaya worked in partnership with the G&G team to establish a creative and comprehensive strategy to generate coverage in the Australian market covering media angle ideation and event creation and detail.

Papaya planned and organised the total set up, inclusive of, location, native floral elements, MC, scripts, gift-bags and of course the appropriate plant-based Sydneysider guests for the G&G event.

Papaya further received attention from large publications such as Gourmet Traveller, Body & Soul, Nourish and Who Magazine through positioning Gold & Green as a sustainable and health-conscious brand, along with promoting the company’s innovative product Pulled Oats.

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