As Australia’s widest-reaching online food delivery service, Menulog connects more than 3 million customers with over 12,000 local restaurants via menulog.com.au and mobile apps. With such a high volume of restaurants on the platform, the challenge was to show support and promote the success of well-performing restaurants on a local level.

We needed to show Menulog as a true partner for Australian restaurants wanting to grow their business. As part of this, we sought out to shine a light on the local owners’ stories and profile their expertise to the media.

Red Agency helped launch and promote Menulog’s Restaurant Awards (MRAs) – a biannual awards initiative which runs in the Summer and Winter, designed to reward top performing Menulog restaurants and generate talkability for the brand.

Categories for the awards span national, state, local and category winners, so we crafted multi-faceted media strategy to generate earned media coverage across national news, food, lifestyle, trade and local media outlets. Throughout the awards series (now in its fourth year), we have profiled almost one hundred individual restaurant winners in their local media and selected the most news-worthy to showcase at state and national level across TV, radio, print and digital.

As part of Red Agency’s continual social and media listening practices, in 2019 we recommended new food categories based on food trends, consumer demand and local quirky dishes and cuisines to appeal to the current news agenda, continue to drive the profile of the brand and winners, and demonstrate Menulog’s industry leadership.

The awards have been so successful that now media approach Red Agency for news on the next round of winners.

Food and Hospitality

Public Relations

Media Relations

Consumer

The Christmas holiday period is a key time for travel and holiday consideration. As one of the world’s largest travel e-commerce companies, Booking.com wanted to not only be part of the conversation to showcase the variety of holiday and accommodation options it has, but to lead the media agenda and show their expertise in the industry. We were tasked to raise mass awareness of the brand at a critical booking period of year and achieve coverage cut through against the other brands’ festive offerings.

There is an ongoing cultural debate around an Aussie hot Christmas vs a ‘traditional’ White Christmas and how many Aussies have seen snow over the festive period – we recognised this point of debate and set out to find out once and for all…

To create newsworthiness, we commissioned nationwide research and it revealed that more than 8 million Australians have never experienced a White Christmas and dream of one and 9.5 million Aussies feel that they are missing out on a magical Christmas by living in Australia.

Turning data into action, Booking.com brought the snow to Australia with the Booking.com Snow Globe – a cabin themed snow dome complete with a real Santa Claus inside and falling snow to give consumers a taste of the White Christmas magic. The activation was open to the public on popular Aussie beach, Cronulla, over a weekend.

We worked with The Today Show on a weather cross exclusive to launch the snow globe and discuss the headline statistics from our research. We also seeded out imagery of the snow globe juxtaposed with the beach sand as our hero imagery for a striking travel story.

We also unearthed and collated inspirational ski chalets, snow globes and igloo properties on Booking,com for holidaymakers to consider to drive on-site bookings.

Event production

Public Relations

Stunt

Travel

Media Relations

Consumer

Projects

In 2018, Red Agency was tasked with positioning Sanitarium as a children’s health champion by reinforcing the company’s long-term mission to foster physically, mentally and socially resilient children, by promoting happy, active and healthy lifestyles.

We had to demonstrate and further strengthen Sanitarium’s ongoing commitment to the health and wellbeing of Australian children. We also set an objective to drive meaningful conversations around the importance of cultivating positive physical and mental health in children, that leads to healthy, resilient and productive adults.

We partnered with The University of Notre Dame, School of Medicine, to release Sanitarium’s Little People, Big Life report. It called on parents to focus on the big picture of childhood health, and to combat emerging risks such as obesity, type 2 diabetes and mental health issues. We also worked with everyday Australian families to share their story to humanise the findings and bring the concept to life, maximising relevance to Australians.

We also appointed Ada Nicodemou, Mum and Actress, as the ambassador for the campaign to spread our message of bringing parenting back to basics.

Working with Ada and two Aussie families, we produced a digital content series showcasing each of the five key action areas that enable children to thrive as highlighted in the report. This was supported by the creation of long-form blog content which formed part of a digital hub for the campaign, providing practical advice and tips for parents seeking inspiration or reinforcement of their existing routines.

When it comes to Christmas, there’s an unsung hero at every festive feast: butter.

And with Christmas in July becoming an increasingly popular phenomenon in Australia inspired by international visitors and residents who traditionally associate the celebration with colder weather, there was an opportunity to gain cut through during this time and position Lurpak as the brand leader associated with this occasion and lay a foundation for the real Christmas occasion later in the year.

Our overall strategy was to generate an ownable narrative and position Lurpak as the champion of Christmas in July, amplified through a celebrity-chef ambassador, a media and influencer event, recipe inspiration and a partnerships with restaurants and a meal delivery partner, Pepper Leaf.

To bring the Christmas in July campaign to life we enlisted Sarah Todd to support key activity and practically demonstrate how cooking with Lurpak can make good food, great. As part of the campaign, Sarah developed two bespoke Lurpak Christmas in July recipes, hosted our media and influencer event including a cooking demonstration, provided social media support and participated in media interviews including a live cooking demonstration on Channel 9 Today Extra.

To stamp Lurpak’s ownership of Christmas in July, we transformed one starry night into a magical Christmas evening and hosted a delicious three-course Christmas feast for media and influencers, all centred around butter. To create a dynamic brand experience, the event included a number of key moments including a classic Christmas carol choir, a butter-cocktail demonstration and even a visit from Father Christmas.

The media and influencer event was the springboard into our vast media relations including a number of interview with Sarah Todd, branded recipe inclusions and tips on dishing up the perfect Christmas in July meal with Lurpak.

To encourage people to cook with Lurpak, we partnered with meal delivery partner Pepper Leaf to gift their customers a bonus Christmas in July inspired ‘free meal’ with Lurpak. The partnership included co-branded packaging on the boxes, a co-branded recipe card and social media amplification.

And to bring the essence of Christmas in July closer to home, we partnered with well-known family-friendly café in Melbourne, Miss Marmalade and one of Sydney’s best cafes, Marcelle to include a limited time only Lurpak Christmas inspired dish on their special menus for three weeks.

Overall, every aspect of the campaign was supported through media and social amplification and led to Lurpak being the talk of the town during the peak Christmas in July season.

Food

Consumer marketing

Media relations

Talent management

Event management

Partnerships

We were tasked to officially announce Australia’s bid to host the FIFA Women’s World Cup 2023 and launch the registration website AudBid2023.com. As the bid is an Australian-wide effort, we needed to ensure the launch was nationally relevant and spoke to all individuals – not just football fans – and encourage them to #GetOnside and register their support.

To ensure the bid announcement stood out and gained cut-through, we hosted a Sydney media call with Football Federation Australia CEO David Gallop and key Matildas stars. The launch called on Australians to #GetOnside (the official campaign hashtag and call-to-action) and register their support at AudBid2023.com.

To ensure relevance expanded outside of Sydney, where the media call took place, we set up interviews and photo opportunities with a range of Matildas stars across Australia – including Perth, Newcastle and Brisbane.

To sustain momentum following the official launch, we engaged with a number of high-profile Australians via an unpaid Twitter campaign which asked them to post their own #GetOnside message and encourage their followers to register their support.

Sports and Entertainment

Tourism

Consumer marketing

Media relations

Talent management

Event management

Stakeholder management

Social media

To launch Ben & Jerry’s first light ice cream range, Moo-phoria, in Australia, Ben & Jerry’s wanted to position it as the number one choice for a better-for-you ice cream option amongst health-conscious Australians.

With strict guidelines around positioning it as ‘healthy’ and a cluttered category with a number of other ‘better-for-you’ options, we had to be strategic in the type of influencers we engaged with while ensuring they aligned with Ben & Jerry’s brand.

We engaged with a number of key mainstream, health-conscious lifestyle and foodie influencers to spread the message and raise awareness around Ben & Jerry’s new lower-calorie range as a ‘Better For You’ dessert option.

Influencers were tasked to showcase the delicious light ice cream had the same chunks and swirls and taste of the core Ben & Jerry’s range, but at 45% less fat than standard ice cream.

Food

Consumer marketing

Influencer marketing

Social media