Public Relations

Aussie Farmers Direct: A Case Study

Grapevine's long-standing position as Australian online retailer Aussie Farmers Direct’s public relations agency has seen us manage the businesses external communications with the media and various stakeholders This includes media relations for company announcements and consumer news, securing franchise business profiling opportunities and leveraging industry-related issues within national news media. As Aussie Farmers Direct’s PR agency, Grapevine has regularly secured editorial opportunities on national television and radio, in newspapers and online media across a broad range of topics...

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Jalna: A Case Study

As Jalna’s PR firm, Grapevine has strategically promoted the Jalna brand to a range of stakeholders across consumer and retail media, food, parenting, health and wellbeing bloggers. Our initial PR brief was to support national retail listings in both Coles and Woolworth’s for the category leader, as well as to grow the brand’s equity within the yoghourt category. Following our assessment of Jalna’s existing communications we begun to concentrate on bringing consumers closer to the Jalna brand by developing a core story that focussed on Jalna’s history as a family business, the pot set process...

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OneHarvest: A Case Study

Grapevine recently worked to launch Love Beets pre-prepared beetroot for agribusiness company OneHarvest to support sales across Coles and Woolworth’s nationally. We utilised a combination of traditional consumer and retail trade media outreach, together with a food blogger review program, dietitian key influencer outreach as well as an agriculture resurrection campaign to generate a multitude of stories targeting various stakeholder groups. In order to ensure continuity of messaging throughout the in-market launch phase, we also strategically managed Love Beets social media across...

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OneHarvest revives local beetroot industry

Over the past twelve months, OneHarvest, the Australian company behind the much-loved Calypso mangoes and many pre-packed salads found in supermarkets, has been establishing the market for baby beetroot. Since proving that Australians really do love baby beetroot, OneHarvest has set about reviving the Australian beetroot industry by selling Australian grown pre-prepared baby beetroot under the Love Beets brand. To facilitate the launch, OneHarvest engaged Grapevine to support Love Beets sales across Coles and Woolworth’s nationally. We utilised a combination of traditional consumer...

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Luke Mangan introduces gourmet relishes and mustards to his providores range

As the cooler season of hearty roasts and robust stews approaches, Luke Mangan has added a flavoursome range of relishes and mustards to his Providores collection which work to lift to any home-cooked winter dish. The Michelin-star trained chef developed the Providores range in the Glass restaurant kitchen so that consumers could enjoy chef-standard products when cooking at home. The new additions include caramelised onion for a traditional ploughman’s lunch, tomato relish to accompany home made pies and wasabi mustard to warm up your guests on a cool Winter’s evening. The range...

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Aussie Farmers Direct prepares for Australia day

In the lead up to Australia Day 2013, much-loved Australian home delivery business Aussie Farmers Direct is busily preparing lamingtons, meat trays and seasonal fruit & veg to deliver to the doorsteps of its 130,000 customers across six states. Now is a good time of year to have a think about where your food is coming from. Last year, AUSVEG reported that vegetable imports into Australia had increased by $122M over the past twelve months, which seems bizarre given that Australia grows the cleanest, tastiest, highest quality fruit and veg in the world! Right now, Aussie Farmers Direct...

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