Project Description


The Brief

Australian Plant Proteins was very much a pioneer in the nation’s alternative protein space, working with pulse growers to establish a downstream value-add industry and take Australian high-value, plant-based proteins to the world. Spoke was engaged to raise awareness among potential investors, suppliers and customers through a series of media campaigns tied to significant milestones.

Our Approach

  • The initial focus was to develop and enhance marketing assets, develop key messaging and build general awareness in readiness for various targeted media campaigns
  • Spoke deployed its team of media and communications experts to deliver the project
  • Developed website and social media pages
  • Devised content plans and articles to initially share through owned assets and related entitites, as well as set the stage for media engagement
  • Positioned executive team as expert commentators on global plant protein markets and trends
  • Facilitated delivery of media training to clients in remote locations
  • Leveraged our extensive network of national and international finance/business and trade media journalists across TV, radio, print and online outlets
  • Prepared media briefs and facilitated interviews

The Results

  • Extensive national and international media exposure across Australia, North America, Europe and Asia
  • TV coverage on major Australian news bulletins as well as dedicated features with ABC Landline
  • Coverage of various investment rounds with major business titles including AFR and The Australian
  • Extensive coverage across US-based food industry publications
  • Saw successful spin-out of Australian Plant Proteins business which subsequently attracted strategic investments of more than AU$50m

Total combined global reach: 11 million+

Project Details


Australian Plant Proteins


December 2019

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