AT A GLANCE
Timing // March 2023 – September 2023
Scope // Two stories per month
Targets // TV, radio, print and digital
Media Items // 295 items of coverage
Audience Impressions // 32.1 million
Highlights // NewsCorp, The Weekly Times, NBN Lismore, Gold Coast Bulletin
RETAINER AIMS
MediaCast worked with Husk Farm Distillery on a retained basis to drive brand awareness of Husk Rum and Ink Gin to audiences across Australia.
There was a number of key objectives across our engagement including positioning Husk Farm Distillery as Australia’s leading rum authority, changing Australia’s perception of rum, positioning Husk Farm Distillery as a premier tourism destination in the Northern Rivers, ensuring Husk Rum is front of mind for Aussies when considering a rum and positioning Ink Gin as a creative, premium, sustainable and desirable gin brand.
Key demographics for Husk Farm Distillery include rum drinkers (male skew, aged 28–50), gin drinkers (men and women, aged 25-40), alcohol enthusiasts, tourists, travellers and local residents.
STRATEGY
Two stories a month were developed to highlight Husk Farm Distillery’s research from their ‘Aussie Rum Trends Report’ and ‘Ink Gin Report’ for editorial purpose and storytelling.
By conducting consumer research at the commencement of the retainer, we uncovered key insights into the attitudes, behaviours, and beliefs of Australians, and used this data to inform stories across the retainer.
Aligning stories with key time hooks such as World Environment Day, Father’s Day, Mother Earth Day, World Gin Day and World Rum Day, we leveraged the most significant data insights to develop media releases and pitches targeting key publications.
Utilising Paul Messenger, Founder of Husk Rum and Ink Gin, as well as Quentin Brival, Head Distiller, as expert voices in the field, we pitched interview availability, editorials, and opinion editorials to targeted contacts across top tier print and digital outlets.
CAMPAIGNS
World Environment Day
In line with World Environment Day, we positioned Husk Farm Distillery as revolutionising sustainable production by highlighting their land management practices.
With consumer research showing there was an appetite for locally produced products, we also highlighted their locality in Northern NSW.
We were able to secure NBN Lismore for a beautiful piece focusing on how Husk is creating a more sustainable future.
Farm to Bottle
This campaign focused on Husk Farm Distillery’s unique farm to bottle method, which is Australia’s first farm-to-bottle rum distillery. Due to their production ecosystem, we highlighted them as an Australian company who was filling a gap in the market for consumers who want to support local growers with a positive environmental impact.
We secured a farm-focused spread with The Weekly Times which included interviews with Paul Messenger and Quentin Brival as well as business-focused piece with AusBiz and Inside Small Business discussing how other Australian businesses and the spirit industry can adopt a more sustainable approach.
We continued to use this angle throughout the retainer to secure further coverage across the News Corp mastheads in a story highlighting the Australian spirit industry, interviewing Founder Paul Messenger. This received further traction as the local newspaper – Northern Star – highlighted spirit makers in the Northern NSW region.
Ink Art Competition
This campaign had two parts – firstly, raising awareness of the 2023 Ink Art Gin Competition to bring in more entries and promote Husk Farm Distillery’s support of local Australian artists. This was followed with an announcement of the competition winner.
Securing a range of art, drink and local press publications including Blank Gold Coast, Lismore City News and The Shout to further support the announcement of the competition opening saw over 400 submissions from across the country.
After the competition was closed and judged, we focused on winner Natalie Yates' local media outlets (Gold Coast). Originally not getting the cut through we were hoping for, so we decided to focus on Natalie’s story more, highlighting her journey from schoolteacher to police officer and how she turned to art as a form of therapy.
We were able to secure a piece in the Gold Coast Bulletin as well as a chat with ABC Radio Gold Coast.
