PR and Social Media Launch: Pitango Soups | Papaya PR


Papaya has worked with Pitango Soups Australia and New Zealand over the past 2 years, entrusted by them to drive the launch of three new Pitango Soups meal and soup ranges, building brand awareness through social media marketing and PR campaigns.


How We Got There

The campaign was broken down into two phases. Phase one was the foundation stage, spent identifying the ideal influencers and media, along with developing the assets for each product range send out. The second phase involved creating a press release and actioning the send out of products to chosen influencers and media.


For the send outs Papaya created Pitango Soups branded chiller bags, which beautifully presented their range of meals and soups. These stylish chiller bags were used for all three ranges, each time packed full of delicious Pitango products. The hook for all three: full of nutritious ingredients, convenience and the brands eco-friendly packaging.


Papaya secured coverage in top publications including Onya Magazine, Yahoo Lifestyle, Food Wine Travel and Travel & Lifestyle. The campaigns gained a reach of 519,249 people across media and influencer channels.

Social media was key for these three launches. Papaya was responsible for generating exciting, informative and creative content for Pitango Soups Instragram and Facebook platforms in both Australian and New Zealand. Papaya’s social media team also created buzz through uniquely designed social tiles for the brand, including teasers for the brands upcoming launches, which helped add to the campaign’s overall success.


Across all of the three product launches, a creative mail out theme was used to gain strong engagement with influencers, helping to drive awareness for the brands new product launches and drive-up sales. Papaya also used social media content supported by targeted social media ad spend to create excitement and awareness for all Pitango Soup’s launch content.

Papaya reached over 45 influencers with the product send out including, @leighacampbell and @wholesomecook. This in turn produced mass traction and coverage over multiple reels, stories and in feed posts garnering potential views of 698,586!



The campaign secured over 15 pieces of high impact media coverage in publications including, Yahoo Lifestyle, Food Wine Travel and Travel & Lifestyle. The campaign reached a readership circulation of a total 323,120 people.

Social Media

Pitango Soup’s Facebook and Instagram accounts experienced a significant increase in engagement, reach and impressions. Pitango Soup’s Australian Instagram account had the most significant increase with reach up by +819% and engagement up by +576%.


Papaya reached over 45 influencers across all campaigns including, and @yukilicious_sydney. Mass traction was built over multiple reels, stories and in feed posts garnering a huge viewership of a combined 698,586 people!

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