Objectives
- To create an overarching brand strategy for the business to expand its products/offerings
- To position the farm as integral to all other products and services
- To relaunch the Kitchen along with its pop up restaurant
- To launch a cooking school, offering classes onsite with local chefs/cooks
- To create and engage a community, who are equally as passionate about sustainable produce, its source and most importantly sharing it
- To partner with local suppliers to help raise the profile of the Southern Highlands/Robertson as a food destination
Strategy
- Zadro created an integrated marketing plan for Moonacres Group to develop, implement and grow the products of their business.
- Moonacres was launched via moonacres.com.au, promoting the Farm, Kitchen and Restaurant, along with targeted eNewsletters, social media, press releases and local media support and events collaborating with other local suppliers.
Results
- Successfully launched the Farm, Kitchen and Restaurant as individual products of the Moonacres Group.
- Assisted with building product awareness in the local market through press release and media relationships.
- Marketed two summer restaurant pop ups, Jimmy Nardello, along with partnering with other local suppliers to host events that showcase local produce.
- Built an online community on Facebook and Instagram, as well as subscribers via the eNewsletter.
