Following a twelve-year ban, Japanese Wagyu was finally introduced into Australia serving the high-end food sector with authentic Japanese Wagyu. Retailing for $500/kg, Papaya completed a comprehensive hospitality marketing program and media campaign in Sydney to introduce Japanese Waygu to Australia.
We compiled a targeted database of over 400 contacts focusing on high end Japanese restaurants like Tetsuya’s, Sokyo, Toko and Sake alongside niche meat retailers such as Vic’s Meats.
Introducing such a high price and imported meat product was a considerable challenge, however leveraging our network of contacts in the food, beverage and hospitality space meant that Papaya secured celebrity chef Adam Liaw to host the event alongside an impressive chef and media turnout. Arigatō.
Papaya leveraged relationships with media to create a highly tailored campaign targeting media both from consumer and trade publications. Valuable TV cooking segments, features in Broadsheet and multiple trade media hits were secured.
As part of the event for Japanese Wagyu we captured all aspects of the event including, important guests, candids of invitees, main events and key shots for media. We supplied the client a library of over 150 images for them to use as they wish.
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