Pomelo Online

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About This Project

The Brief:

Strategically create and implement an impactful and dynamic launch campaign for the Pomelo Online business and brand to generate awareness amongst the local community.

The Challenge:

The teams behind Bowery Lane and The Catering Project developed a new company, Pomelo Online within seven days of the governments announcements to close hospitality venues in NSW.  While their action was swift, thousands of businesses were pivoting in order to stay relevant and widespread support was needed. Simultaneously, media outlets suspended their print publications and hundreds of redundancies were made across key news outlets.

The Solution/The Idea:

Plan a press office campaign targeted to business, trade, lifestyle, food and wine media with a focus on digital and influencer engagement.

Profile CEO Kaz Derbas and build the credibility behind the brand and greater awareness for Bowery Lane and The Catering Project.

Leverage Agency B&Co’s existing relationships to encourage influencers and media to show Pomelo Online support across social media (unpaid) and drive orders through their website.

The Outcome:

Secured paid on-going orders through localised media and influencer targeting across Sydney’s East, North, West, Wollongong and Newcastle.

Developed over 40 pieces of social media content across a four-week campaign with boxes sent to Kerrie McCallum – delicious, Jessica Rowe, Melissa Doyle – Channel 7 and more.

Achieved coverage in over 10 publications with highlights in Australian Gourmet Traveller magazine and two articles in Good Food (print).