Nourish Ingredients needed to make a splash with the launch of Tastilux, their revolutionary animal-free fat, at the inaugural SXSW Sydney.
Our task was simple: create an immersive brand experience that would showcase the tangible future of food & position Nourish Ingredients as a serious player in food tech innovation.
In a world of bold claims about food innovation, we know that seeing – and tasting – is believing. We orchestrated an exclusive launch that put Tastilux’s game-changing capabilities front & centre, targeting key reporters in the food tech & startup world.
The centrepiece of our strategy was a series of intimate, high-impact media sessions in a premium Sydney hotel suite with spectacular city views. Here, Nourish Ingredients’ Head of Culinary Innovation conducted live cooking demos, transforming plant-based ingredients into mouthwatering creations that rivalled their animal-based counterparts. The star of the show? A plant-based chicken wing that delivered the succulence and satisfaction of the real thing – a testament to Tastilux’s transformative potential.
Working under embargo with carefully selected media outlets, we crafted a narrative that went beyond typical product launches. Each 1:1 session allowed journalists to dive deep into Nourish Ingredients’ journey, understand the science behind Tastilux, and experience firsthand how this innovation could reshape the future of sustainable food.
The strategy paid off, generating over 100 pieces of high-impact coverage that positioned Nourish Ingredients as a credible innovator delivering on its promises.
More importantly, it established the company as an attractive proposition for investors and partners looking to back the next gen of food technology, both in Australia & globally.
Through this carefully orchestrated launch, we didn’t just tell the story of food innovation – we served it up on a plate.