Launching Vitasoy's new Café for Barista's at MICE

Case Studies, Public Relations

In order to raise brand awareness and position Vitasoy as a leader in the plant milk space, Grapevine worked to launch Vitasoy’s new Café for Baristas almond milk at the Melbourne International Coffee Expo.

Grapevine employed PR, event/styling and digital capabilities to ensure Vitasoy obtained optimal exposure to baristas and café managers, consumer and trade media, social media influencers and coffee-drinking consumers.

The launch focused on various touch points to drive home Vitasoy’s key messaging, mainly around exceptional quality and exclusive use of 100% whole, Australian almonds.

The comprehensive strategy included:

Organising a stand-out set design and build that represented the Vitasoy brand and appealed to a forward-thinking coffee crowd.
Distribution of press release and event invitations/tickets to trade and consumer media, bloggers and social media influencers.
Design and distribution of enticing pre-event EDM to MICE attendees to encourage them to stop by the Vitasoy stand.
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.

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"Vitasoy worked with Grapevine in order to execute the Melbourne International Coffee Expo trade show. The event was a huge success and the stand looked brilliant. The event would not have been possible without Grapevine. Grapevine quickly understood the Vitasoy brand- who we stand for, our values, goals, challenges etc., and promptly turned these into tangible ideas and recommendations for the trade show. Grapevine was fast to adapt to our budget and turned around everything we required on time, in light of an accelerated timeline. They are very well-connected in the Food and Beverage industry and as a result are able to reach many key media partners. We would definitely work with them again for future events."