Blog

End to End Content Creation

As the media landscape changes we are beginning to focus more and more on centralised content creation for our clients, which is then used to underpin new product launches across media relations, social media, website, brochures and posters for food shows, sponsorship leverage, sampling, sales support and other marketing activities. In terms of recipe creation and usage ideas, we work end-to-end to develop the recipes/usage, ensure health requirements are met, plan the shoot, test recipes, source the finest ingredients, gather various props and surfaces, select the studio, create mood boards,...

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PR Consultation for Burnley Brewing

For some of our smaller clients we offer a top line consulting service where we coach an internal staff member to execute the PR launch strategy directly with key stakeholders including media, internal staff and their social media community. This way, clients save money on campaign costs (as most of the leg work is delivered internally) and yet still receive all of the strategic benefits, knowledge and advice as a full service campaign. One example where this worked brilliantly was the opening of Burnely Brewing, an authentic brew pub in Richmond which was one of many venues owned by the three...

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Melbourne’s Top 10 Specialty Food Shops

Grapevine has been at it again trying to pin down a few of our favourite food brands. This time, we’re talking specialty food stores, which we’re lucky to have a surplus of here in Melbourne. In the end, the below ten stores prevailed – some are long-standing institutions and some are new kids on the block, but no matter how long they have been around, they’re all providing the best quality products, from sustainably-sourced meat to organic veggies.   Terra Madre Meatsmith Source Bulk Food Store Leo’s Spring Street Grocer The Essential...

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Welcome to Thornbury Set to Host Christmas in July

Welcome to Thornbury, the popular food truck stop, is making the most of Melbourne’s chilly winter season by hosting a Christmas in July party on – you guessed it – the 25th of July.   In true midwinter Christmas fashion, this cheerful party will bring Melbournians together for an evening amongst mistletoe, tinsel and holiday tunes. The Welcome to Thornbury outdoor beer garden space will also transform into a cosy atmosphere with festive decorations, fairy lights, candles and heaters.   Guests are encouraged to get in the holiday spirit by wearing their favourite daggy...

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Koko Black Easter Campaign: A Case Study

Over the course of three months, Grapevine worked to launch the Koko Black Easter Collection 2016 to the media across key print, broadcast and lifestyle publications. Grapevine presented the new product range to food and lifestyle media, communicating not only the delicious taste but also the brand’s emphasis on artistic design and use of high quality ingredients. The outreach worked to raise awareness of the Easter collection and reinforce the brand’s key values and history to the media. Overall the Koko Black Easter Collection 2016 was very well received, with media raving about...

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Grapevine Ranks Top 20 Emerging Food Brands

After a much-heated discussion, the Grapevine team took a vote internally to determine the very best emerging food brands. Our assessment was based on associations of trust, love, feel-good, design and health. Ultimately, we settled on the following top 20 list of kick-butt brands – be sure to keep and eye out for what these guys are up to in the coming year! Messina Mayver’s The Source Bulk Foods Allpress Espresso Meredith Dairy Chur Burger Chamellia Amazonia Inside Out Nutritious Goods The Chia Co Cobbs Popcorn Loving Earth Pressed Juices Mörk Chocolate Tamar...

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Grapevine Shortlists the Top 3 Foodie TED Talks

With so much inspiring content, it was hard to choose, but we have taken a vote and selected our three favourite TED Talks that centre on what we see as an imperative theme: food and our future – a topic which will ultimately affect and require adaptation from everyone, including brands, businesses, home cooks and chefs alike. 1. Dan Barber: A foie gras parable Dan Barber, renowned chef and sustainable farming guru, shows how returning to simpler, more natural farming and agricultural practices can be the answer to a more viable food system. Barber tells a charming and poignant story...

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Grapevine PR Capabilities: Vitasoy at MICE

Recently, Grapevine PR helped Vitasoy launch their new Café for Baristas almond milk at the Melbourne International Coffee Expo (MICE). To raise brand awareness and position Vitasoy as a leader in the plant milk space, Grapevine focused on various touch points to drive home Vitasoy’s key messaging, mainly around exceptional quality and exclusive use of 100% whole, Australian almonds. Grapevine employed PR, event/styling and digital capabilities to ensure Vitasoy obtained optimal exposure to baristas and café managers, consumer and trade media, social influencers and coffee-drinking...

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How do your products’ nutritional information panels (NIPs) stand up to new government guidelines?

            As part of an on ongoing battle to educate consumers about how to choose healthy foods at the supermarket, a number of state governments have released consumer reference guides identifying ‘good’ and ‘ok’ levels of total fat, saturated fat, sugar and salt. The quick cards, which are part of the Live Lighter campaign, have been distributed throughout doctors offices and health centres in order to tackle obesity at the source of diagnosis. The crux of the nutrition guide states that foods with more than 10g of fat, 15g of sugar...

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FINALLY… Instagram launches advertising capabilities through Facebook

In 2015, Instagram trialled its in-feed advertising function in Australia with just a small group of exclusive, major brands having access to the function. Recently, the platform became available to all, meaning brands now have a new tool to increase visibility and influence.   Given that we work on Instagram every day, we’re pretty happy about this news – not only is this social platform growing immensely in popularity, it is the the go-to channel for sharing stories and images for food brands. In other words, it’s our territory.   Until this point, one of the main...

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