Selected work across Australian food and beverage brands.
Il Granino is a Perth artisan bakery with an established presence in WA and SA, and plans to expand into VIC, NSW, and QLD. Before the expansion, the business needed a clear marketing strategy and the assets to execute it.
I developed the national expansion strategy and led the content direction for a dedicated brand photoshoot. The shoot produced the photography and video the team needs to build brand presence now and be ready when the interstate push begins.
The strategy gives the team a clear position and a plan for entering each new market.
Mette is Baking is a Perth-made Nordic cracker and dip mix brand with a loyal following. Il Granino Bakery acquired the business in November 2025 and needed a strategy to relaunch the product under new ownership, with a brand story acknowledging where it came from without being defined by it.
I developed the brand strategy for the relaunch and a channel approach for returning the product to the WA retail market. The strategy directly informed a brand photoshoot, giving the business content and marketing assets for the next 12+ months.
The new Mette is Baking team now has a defined brand position, a clear story to tell, and the assets to tell it with.
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 major grocery. The work covered category strategy, ranging conversations, and consumer messaging.
During our work together the business more than doubled its annual revenue, and The Natural Stock Co. launched nationally into Coles, ranged in 862 stores. Urban Forager was named WA Good Food Guide People’s Choice Product of the Year.
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 ready-to-heat meals range.
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 return an average ROAS above 430%.
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).
The campaigns averaged a 49% open rate and a click-through rate above 7%, with a cold audience receiving its first ever direct sales emails.
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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