Australian Organic Food Co. is a first-of-its-kind startup, launching Australia’s only 100% locally-grown and 100% organically-farmed packaged food brand.
Like all startups, AOFC has myriad challenges. The challenge for us was to reposition organic in the minds of consumers from being “healthy” to being “sustainable”, whilst still selling products in the short-term.
The first step was for us to establish a basic presence for AOFC in the market, so that customers could understand both the purpose of the brand, and access product information and of course buy the product.
We developed a website, created a social media presence and launched the brand out into the industry as a major sponsor of the Purpose conference. The first range of soups was launched in February 2018.
At the same time, we were developing a longer-term communications strategy, based on two pillars: 1) build the brand through telling the story and 2) sell products.
In its first year, AOFC processed 156,000kg of Australian organic vegetables, sold almost 500,000 packs of soup, and saved 21,000kg of food from going to waste.
Our work together culminated in the brand receiving the Austrlian Organic marketing award: Best Organic Market Innovator 2019.
What We Did
Brand development, communications strategy and execution, digital and social media strategy and execution, photography, event sponsorship, brand partnerships, website development.