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 consumers.

The comprehensive strategy included:

  • Design and distribution of enticing pre-event EDM to MICE attendees to encourage them to stop by the Vitasoy stand
  • Distribution of press release and event invitations/tickets to trade and consumer media, bloggers and social media influencers
  • Organisation of beautiful stand design and build that represented Vitasoy brand and appealed to on-trend coffee crowd
  • Activation of engaging stand activities, including barista-made almond and soy milk lattes, iPad surveys to obtain attendees’ feedback and contact details for sales, sample giveaways and distribution of press kits to media

For a visual dose of show’s highlights, check out our videographer’s footage of the event: