PR Launch: Simmone Logue | Papaya PR


Simmone Logue’s celebrated ready-made meal brand was embarking on an exciting nationwide expansion. As such the brand required a robust social media and PR program to help build on Simmone’s exceptional local platform, and to introduce her brand to new markets around the nation.

This required two key components, which were supported by Papaya, and involved enhancing Simmone Logue’s social media presence and engagement with our ‘always on’ strategy; supported by a profile-building, high visibility national launch media campaign. To maximise the exposure and coverage, a phased PR program was adopted for approaching media and influencers. 


How We Got There

For Phase One, a tailored nationwide media and influencer campaign product send out. This was implemented to announce the Simmone Logue brand expansion and introduce new items to her range which would be available as a result of the expansion.


In Phase Two, Papaya held a media and influencer event at the stunning The Grounds of Alexandria in Sydney, to showcase Simmone’s new range and foster relationships with key media and influencers, as well as, boosting Simmone’s personal profile. The event was a success with over 50 high profile guests attending. They were greeted with a stunning floral arrangement and cake display, and The Grounds was the perfect setting for Simmone Logue, with her strong country connections having grown up in the Hunter Valley.

The Grounds was the perfect setting for Simmone to engage with key media including journalists from Better Homes & Gardens, The Sydney Morning Herald and Country Style Magazine.

Influencers were also invited to attend with names such as @missdoublebay and @yukilicious_syd present to experience the Simmone Logue brand for themselves.


The event also provided a wonderful opportunity showcase Simmon’s personal attributes that have brought about her success, including attention to detail, brand philosophy and overall aesthetic, all three being fundamental selling points for Simmone’s brand.
Post event, Papaya secured appearances for Simmone on Studio 10, and The Dirty Linen Podcast gaining a viewership of over 70,000 people.

A product send out was organised to introduce the products to high profile influencer platforms with the aim of driving awareness for Simmone Logue brand, scope of products and promote the brands national expansion.  


Papaya chose the ideal mailers featuring Simmone Logue branded chiller bags which were filled with a selection of complimentary meals from her new range. Papaya created a list of 22 influencers including and  @nourishandflourishsyd. This in turn produced mass traction and coverage including multiple reels, stories and in feed posts garnering an impressive viewership of over 200,000 people! 




Papaya secured appearances for Simmone on Studio 10, 2GB and The Dirty Linen Podcast and articles in publications including The Australian Women’s Weekly, The Australian and with a collective audience reach of over 26,656,000.


The campaign secured the support of 22 influencers including and @nourishandflourishsyd gaining potential views of over 520,900.

Launch Event

Coverage of the event itself was posted by 17 influencers as well as on the social media accounts of media including Daily Telegraph journalist Angela Mollard, Eat.Drink.Play and Yukilicious and gained potential views of 405,300.

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