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Client news

The launch of the world’s first cold pasteurised milk.

By | Client news, Poem news
This month we launched Made By Cow, a world first innovation by an Australian company that’s used cold pressure to kill all the bad stuff in untreated milk as opposed to boiling it. It’s totally safe to drink, contains more of milk’s natural goodness and it’s unhomogenised, so there’s a tasty layer of cream on top – just the way it should be.
There was a lot of preparation that went into this campaign. The messaging had to be perfect and how, when and which media we went to in order to break the story was key, as milk surprisingly, is a complex subject full of polarised points of view and passionate opinions.
We decided on ABC News and Fairfax as the two exclusives. They were given access behind the scenes to the farm, the cold pressure technology and interviews with Saxon, the founder and our nutritionist, Lyndi Cohen. These two opinion forming media let the rest of the country know we were onto something serious, so the rest of the country and then the rest of the world’s media also got on board. By the end of the week we been across the whole of Fairfax, News Corp, The Daily Mail, Huffington Post, Mashable, Ch 7 News, Ch 10, ABC TV / radio and online amongst many others.
To help educate people about the process and why cold pressure is so much better than heat pasteurisation, we worked with The Explainers to create a short 1 minute animation made for Facebook and targeted relevant geographical and interest-based audiences.
As a result of this publicity and social content only, Made By Cow sold out within the first three days and is still hard to find in store. Whilst initially being stocked in just Harris Farm Markets and About Life Stores, retailers both here and abroad have been requesting further product every since. The issue now, which is a good issue to have, is keeping up with demand.

 

Green tea gastronomy with Peter Kuruvita

By | Client news, Events, Food

We recently worked with celebrity chef and long-time Dilmah ambassador Peter Kuruvita to introduce Dilmah’s excellent new Ceylon Green Tea range to Aussies, with a tea gastronomy event.

Dilmah built a shiny new green tea factory on its home soil in Sri Lanka, so we could have access to quality, ethically sourced green tea. To help spread the word, we invited media and influencers to a special lunch event at Pullman Hotel Circular Quay hosted by Peter. We were joined by the likes of The Jugernauts, Better Homes and Gardens, Simon Food Favourites and Australian Women’s Weekly.

Peter created four tasty dishes infused with Dilmah’s new green tea varieties to bring the flavour up a few notches, matched with glasses of Dilmah tea. We munched our way through mini lamb pies infused with Moroccan mint green tea, green tea with lemongrass kokoda, green tea with jasmine pickle and kingfish sashimi and Ceylon green tea onigiri with salmon pearls. 

While we treated our tastebuds, Peter talked about the new green tea range and the things that set Dilmah apart, like how they help thousands of Sri Lankans every year with their MJF Charitable Foundation and their commitment to producing sustainable, ethical and single-origin tea.

Google Play collaborates with Elizabeth Rose

By | Client news, Music, Poem news
From Arcade Fire to building a six-sided Cube video with The Presets, Play has a long history of collaborating with music artists to meld the latest technology with art. Their latest project with up and coming Australian music artist Elizabeth Rose was a true collaboration from start to finish, that allowed her fans to play with an interactive music video built for mobile. Gone are the days where MTV style music videos are a promotional necessity, these days fans watch everything on their mobile phones. Google Play’s goal is to create new ways for people to experience music, so an interactive mobile music video is the place to break new grounds.
We worked with digital creative company, RGA Sydney, to launch the experience and selected a handful of preferred media titles including News Corp, Junkee and The Music for exclusive briefings and preview of the video before it launched to the public. As a result, the editorial roll out was phenomenal, perfectly positioning Google Play as the thought leader and pioneer in new music experiences.

 

Behind-the-scenes with Max Brenner

By | Client news, Events, Food

We were lucky enough to launch dessert king Max Brenner’s new Easter desserts. We took media and influencers on a behind-the-scenes tour of Max Brenner’s brand spanking new pastry kitchen in Sydney. It was like stepping into our own real life Charlie and the Chocolate Factory – and eating our way through it.

We started with Max’s new Easter treats – the ‘Not Cross Bun,’ Max’s tasty Egg-clairs and three yummy new Easter eggs. We munched our way through them all, Pure Milk Chocolate, Dark Chocolate Lovers and Puff ’n Toffee. We were joined by the likes of Li-Chi Pan, The Jugernauts, News.com.au and New Idea, among others.

Led through the kitchen by Max Brenner’s head pastry chef, Jean Marc, we got our hands dirty by whipping up our very own Easter Egg-clairs and Not Cross Buns. We saw where all the magic happens, with Max’s pastry chefs cooking up a bunch of sugar-high inducing treats like chocolate brownies, cupcakes and chocolate ganache.

We thought it wasn’t fair to keep all the goodies to ourselves, so we sent another 50 journalists and influencers a Max Brenner Easter gift pack with new chocolate Easter eggs and pralines. This landed Max Brenner media and influencer coverage across the country – from a syndicated News Corp Digital piece, coverage with leading influencers like Li-Chi Pan and 2hungryguys, and write ups in food pages, including Fairfax Good Food, Canberra Times and the Courier Mail.

Sarah Todd visits Sri Lanka

By | Client news

We’re hugely proud of the fact that Guzman Y Gomez came on board as our founding client. They’re passionate, authentic and fun people, which fits well with how we see ourselves, plus they’re growing fast, have big ambitions and are disruptive. More recently we’ve started working with Dilmah Tea and have sent Masterchef’s Sarah Todd to Colombo in Sri Lanka to explore the tea plantations, see the great work that Dilmah does with the local community and experience ‘Dilmah Global Real High Tea Challenge’ at which teams from the Shangri-La Hotel Sydney, Qantas Lounges, Tea Room at the National Gallery of Victoria and Stamford Plaza Brisbane competed against the best from around the world in July.



Get in touch with a human to hear more about work we’ve done and how we can help.

rob@poemgroup.com.au
+61 408 249 141

matt@poemgroup.com.au
+61 424 693 683

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Surry Hills // Sydney, NSW 2010.

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