Selected work across Australian food and beverage brands.
Urban Forager is Australia’s only producer of certified organic stock, made in Fremantle from Australian-grown ingredients. The Natural Stock Co. is its sister brand, producing a range of natural (non-organic) stock concentrates built on the same no-fillers, no-nasties philosophy, at a more accessible price point.
Working across both businesses, I developed brand positioning and a retail growth strategy. Each range needed a clear market identity and a practical path into growth in major grocery. The work covered category strategy, ranging conversations, and consumer messaging.
Peko Peko is a Japanese-inspired food business with restaurants in Doubleview and Dunsborough, offering dine-in, takeaway, and catering. They also supply preservative-free sushi, rice paper rolls, and signature dressings to retailers across Perth.
I developed the brand strategy and retail positioning that launched Peko Peko into specialty and independent grocery. The initial retailer target list converted at 100%. Demand now exceeds kitchen capacity and there is a waiting list of retailers ready to stock the range once production scales.
I’m now working with the team on the launch strategy for their new category: ready-to-heat meals.
Lucia’s opened as a restaurant at the Adelaide Central Market in 1957 and quickly became an institution in the city. The business has since expanded well beyond its origins, adding a retail store, a panini shop, and a factory producing pasta sauces, pestos, soups, and olive oils now stocked by retailers across Australia.
With no existing account and no benchmark data, I built their retail media and advertising strategy on the Woolworths ads platform from scratch. Across 8 SKUs, the campaigns consistently return an average ROAS of 430% and above.
Wise Wine is a winery, restaurant, cellar door, and wedding venue in Eagle Bay, near Dunsborough. They had a strong cellar door following and a customer database that had never been used for direct sales.
I developed a marketing strategy and ran a two-part eDM campaign to their general subscriber list (their first direct sales emails ever).
Results: 49% average open rate. 7%+ click-through rate.
Contact Cate on 0402 075 070 or email cate@impressionmedia.com.au
I acknowledge the traditional custodians of the land where I live and work, the Whadjuk people of the Noongar nation. I acknowledge and respect their continuing culture and the contribution they make to the life of this city and this region.
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