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
CLIENT
Australian Plant Proteins
PROJECT TYPE
PROJECT DATE
December 2019