AT A GLANCE
Timing // September 2022 – September 2023
Scope // One story per month
Targets // All media
Media Items // 1,221 items of coverage
Audience Impressions // 66.5 million
Highlights // News.com.au, Weekend Sunrise, Daily Telegraph, Channel 7 – Melbourne, Sydney Morning Herald - Good Food, The New Daily
RETAINER AIMS
MediaCast worked with Why Meat on a retained basis to drive awareness of their brand and encourage new customers.
Our aim was to highlight Why Meats' specialisation in sustainable food innovation, educate Australians on the importance of eating less meat and position the founder, Emma White, as the go to industry expert.
Key demographics for Why Meat include flexitarians, vegetarians, vegans, Victorians, Queenslanders and people aged 30-50 years old.
STRATEGY
Each monthly story was developed to align to Why Meat’s key interest in the food and food technology space.
Aligning stories with key time hooks such as Meat Free Week, World Food Day, Stop Food Waste Day, Veganuary and Aussie Made Week, we leveraged the most significant data insights to develop media releases and pitches targeting key publications to reach our desired demographics.
Utilising Emma White, Food Technician and Founder of Why Meat, as an expert voice in the field, we pitched interview availability to targeted contacts across top tier print and digital outlets.
CAMPAIGNS
Start-up Story
This activity focused on Emma White’s personal story and the creation of Why Meat, highlighting how her businesses was created amid COVID lockdowns, school shutdowns and facing intense stress.
With over 10 years of extensive experience as a Food Specialist, Consultant and Technician, Emma wanted to make her mark in the industry. However, she faced monumental health struggles on her way to successfully launching her range of plant-based sausage rolls into Woolworths stores nationally and is lucky to be alive to tell the tale.
Emma White spoke to news.com.au about the beginnings of The Why Meat Co., and the story of how it came to be. The article syndicated to an additional 12 online outlets including the Herald Sun, the Courier Mail and The Daily Telegraph.
Aussie Ingenuity
Focusing on how the Australian food landscape is tackling food insecurity, we highlighted the risk factors facing the global food industry from global warming, geo-political crises and economic pressures.
We positioned Emma as an expert to comment on how this is affecting the Australian market through her experience as a food technologist, especially through value added products - use existing raw commodities like fruit and develop it into jams or pies.
While we managed to secure cut through to radio, we we’re aiming to secure a TV interview for Emma so we decided to use the story of the humble potato and how the vegetable is used within Australian food. Emma White had an exciting live interview with Weekend Sunrise, in a five minute segment talking about the many use for potatoes which don't make it to retail shelves, including The Why Meat Co.'s potato cakes.
We also secured a piece with the Sunday Mail Brisbane.
Stop Food Waste Day
In line with Stop Food Waste Day, we highlighted Australia’s contribution to global food waste by targeting Queensland, New South Wales and Victorian media across radio and television.
Australia holds the unenviable title of fourth highest contributor to food waste in the world. We pitched Emma for interviews to discuss how Aussies can make small adjustments to create big changes.
We secured extensive coverage across radio including ABC Southern Queensland, ABC South East NSW, ABC North Queensland (seven syndications) ABC Radio Brisbane (eight syndications) and 3AW, which syndicated to five further outlets, 6PR and 4BC.
Emma also spoke with Channel 7 - Melbourne News about reasons why, from a food technologist's background, there is so much waste, and how to avoid food waste, with the segment syndicating to Channel 7 Darwin, Prime 7 Albury, Southern Cross Launceston and Southern Cross TV Hobart.