The Challenge
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.
The 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.
The execution
We executed a series of focused campaign pushes, including sustainability-led storytelling for World Environment Day, Husk’s “farm to bottle” process, and the Ink Art Competition. Each campaign involved writing media releases, pitching to journalists, and adjusting angles where needed — such as shifting to a more personal, human story to gain stronger interest.
Throughout the campaign, we organised interviews and commentary opportunities for founder Paul Messenger and Head Distiller Quentin Brival, helping bring expert insight and credibility to each story while keeping Husk consistently present in the media.
The outcome
The campaign delivered strong and consistent media coverage across national, trade and regional outlets, maintaining Husk Farm Distillery’s visibility throughout the retainer period.
Key campaign moments generated high engagement, including over 400 submissions for the Ink Art Competition, demonstrating strong audience participation and brand interest.
Through sustained storytelling and spokesperson profiling, Husk Farm Distillery strengthened its position as a leader in sustainable distilling and locally produced spirits, while increasing awareness of its unique “farm to bottle” approach among Australian consumers.