MARINE STEWARDSHIP COUNCIL
Recipe Photoshoot, Food Marketing, Public Relations
Not-for-profit organisation Marine Stewardship Council (MSC), is on a mission to end overfishing globally and educate future generations so that they can continue to enjoy wild seafood for years to come.
They approached Papaya for a multi-faceted PR and content campaign to coincide with Christmas, Summer and Sustainable Seafood Week. The content campaign consisted of two components
- Approaching key industry influencers to provide MSC approved seafood recipes
- A two-day recipe photoshoot, photographing recipe steps, MSC seafood products and styling hero shots of each dish
RESULTS
Photography
Over 100 professional images to use across PR campaign pitching, website and social media
Recipe PR Campaign
Secured covered on 2GB’s radio segment Deborah Night Show, Studio 10’s cooking segment with Larissa Takchi and Australia’s Best Recipes online publication, 9 Honey and That’s Life Magazine
Influencers
Secured influencer recipes such as Colin Fassnidge, Larissa Takchi, Luke Hines, Steve Flood, Jessica Sepel, Jacquie Challinor
HOW WE GOT THERE
Papaya wanted to leverage our key hospitality contacts to reach out to hospitality and food and beverage influencers to create media buzz when pitching to publications. Through vigorous outreach we secured top celebrity chefs and food influencers to provide MSC certified seafood recipes.
Recipe Photoshoot
With a full two day shoot, our in-house photographer and team prepped and prepared six recipes on location. We photographed the recipe steps, took key product shots and styled each of the dishes, using touches of the brand colours in each of the shots. These hero shots would support the upcoming PR campaign and future ongoing content for MSC.
We leveraged the recipes received from celebrity chefs and influencers and pitched the recipes out with a media hook of ‘sustainable fresh summer seafood recipes.’ This gained traction with various media outlets and key online publications, giving MSC valuable exposure.
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