The Challenge
MediaCast worked with Why Meat on a retained basis to drive
awareness of their brand and encourage new customers.
Our aim was to highlight Why Meats' specialisation in
sustainable food innovation, educate Australians on the importance of eating
less meat and position the founder, Emma White, as the go to industry expert.
Key demographics for Why Meat include flexitarians,
vegetarians, vegans, Victorians, Queenslanders and people aged 30-50 years old.
The Strategy
Each monthly story was developed to align to Why Meat’s key
interest in the food and food technology space.
Aligning stories with key time hooks such as Meat Free Week,
World Food Day, Stop Food Waste Day, Veganuary and Aussie Made Week, we
leveraged the most significant data insights to develop media releases and
pitches targeting key publications to reach our desired demographics.
Utilising Emma White, Food Technician and Founder of Why
Meat, as an expert voice in the field, we pitched interview availability to
targeted contacts across top tier print and digital outlets.
The Execution
The campaign was delivered through a targeted media approach
centred on Emma White and her personal and professional story, using a mix of
founder storytelling and issue-led commentary to secure coverage across
broadcast, print and digital media.
We developed multiple story angles that drew on Emma White’s
background as a food specialist and her experience launching The Why Meat Co.
during COVID-19 lockdowns. These angles were used to pitch both personal and
industry-focused narratives, including her start-up journey, Australian food
insecurity, and food waste.
Emma White was positioned as the key spokesperson across all
activity, with media outreach tailored to her expertise as a food technologist
and consultant. She was pitched for interview opportunities and commentary
across radio, television and print outlets.
The campaign also aligned to key media moments, including
Stop Food Waste Day, to secure timely relevance for outreach. Broadcast, radio
and digital media were targeted with Emma’s commentary on food waste, food
insecurity and product innovation within the Australian food industry.
The Outcome
The campaign secured strong national coverage across
broadcast, print and digital media, positioning Emma White and The Why Meat Co.
across multiple food industry and consumer conversations.
Coverage included an article on news.com.au, which
syndicated across 12 online outlets including Herald Sun, The Courier-Mail and The
Daily Telegraph.
Broadcast coverage included a live interview on Weekend
Sunrise, where Emma White discussed the use of potatoes in food production and
product innovation, alongside a segment on Seven News, which syndicated
nationally across regional networks.
Radio coverage was also achieved across multiple ABC
stations, including ABC Southern Queensland, ABC South East NSW, ABC North
Queensland and ABC Radio Brisbane, as well as 3AW, 6PR and 4BC.
The campaign successfully delivered widespread exposure
across national and syndicated media platforms, elevating Emma White’s profile
as a food industry expert and founder.