CASE STUDY

Cale & Daughters

Publicity.

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The team from Plant Powered Press​ sought to secure high-value editorial coverage for Cale Drouin — the founder of an innovative vegan food company known as Cale & Daughters.

The Brief

The team from Plant Powered Press​ sought to secure high-value editorial coverage for Cale Drouin — the founder of an innovative vegan food company known as Cale & Daughters.

Our aim was to position Mr Drouin as a thought leader within Australia's plant-based business community, and to develop positive media relations on his behalf.

The Strategy

The team at Plant Powered Press maintains a thorough understanding of Australia's media landscape, and can demonstrate strong relationships with prominent journalists in traditional and digital media.

We were able to harness this knowledge by:

  • Preparing an insightful media release, designed to engage key media, 
  • Compiling a media list of target journalists with positive interest in the plant-based space,
  • Providing tailored media pitches to key journalists,
  • Facilitating all interview arrangements in order to successfully secure media coverage for our client.



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OUTCOME

Our team successfully secured syndicated media coverage in the Nine Entertainment group of newspapers (formerly Fairfax.)

In fact, we achieved $125,150+ in publicity value for Cale & Daughters, with a business start-up feature published in the following mastheads: 

  • The Sydney Morning Herald,
  • The Age,
  • The Courier Mail,
  • Brisbane Times,
  • WA Today.

We continue to identify and pursue proactive media opportunities on behalf of Cale & Daughters, in order to promote Mr Drouin’s position as a vegan thought leader.

More information: caleanddaughters.com
Brand identity by: instagram.com/bambiwantsrevenge

WHAT THE CLIENT SAID

“Gaining positive mainstream news coverage for an independent vegan brand is no small achievement. I was thoroughly impressed with Jess’ ability to engage key media — and journalists also commented on her efficiency, organisation and professionalism. With over $125,000 in free editorial coverage, the value of this publicity campaign speaks for itself.” 

- Cale Drouin, Co-founder, Cale & Daughters

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