iPantry by Jolly Miller Group

— The Client

The rapidly changing landscape for businesses due to the fallout of COVID-19 led to Australian businesses needing to reconsider their very offerings, as well as their channels to the customer.

Take our friends at Jolly Miller Group – who pivoted their entire operations (all within a matter of weeks) from a vertically integrated catering, distribution & cafe business to create – iPantry – a B2C tech player in the food and essentials delivery space.

Services

—Influencer Marketing
—Public Relations

— The Situation

Not only a survival brand, iPantry had been in the works for some time, as Jolly Miller and it’s vertically integrated food production & supply chain business – Fig, looked to capitalize on their unique market position.

Greenpoint were engaged to help drive awareness and exposure to ensure iPantry reached as many consumers as it could from launch.

— The Solution

Within a few intensive days, Greenpoint jumped into action to create a PR and influencer campaign to support the iPantry’s go-to-market strategy!

— What did we deliver?

PUBLIC RELATIONS:
An earned media strategy used to target mainstream, food, lifestyle and start-up publications, using storytelling narratives that worked to introduce the new brand to media.

INFLUENCER MARKETING:
Increasing the reach and frequency of our media messaging, multiple food, family and lifestyle influencers were engaged, seeded with product and shared campaign messages to boost content generation online.

— Launch Campaign Results:

Public Relations:

22 million - Combined Estimated Reached

Influencer Marketing:

270K million - Combined Reach

— Summary

Launching at a moment of media saturation and public frenzy, Greenpoint provided iPantry with a clear and digestible roadmap for delivering brand awareness for their innovative new brand.

Breaking through the clutter within mainstream media was a key focus for the campaign. With this achieved throughout the campaign, it was clear that media consumption was still rooted in COVID-19 related content. With this in mind, Greenpoint moved our focus to an influencer push, obtaining significant quick traction for the client within their key target markets of suburban Melbourne. Following this was a product-led focus, telling the story of the great products on offer on the platform.