Pic's Peanut Butter

To officially launch Pic’s Peanut Butter in Australia, creating national awareness of the product range & brand.

The Brief

To officially launch Pic’s Peanut Butter in Australia, creating national awareness of the product range & brand through positive exposure in health, wellbeing & lifestyle publications as well as leveraging Pic Picot’s entrepreneurial story to secure business coverage. Straight Up PR to act as the Pic’s PR team on the ground in Australia – managing Media relations, Influencer campaigns, non-media opportunities, brand collaborations, sampling events, goodie bag inclusions, event activations & more.

Result Highlights

- Mainstream print coverage in Women’s Health, Men’s Health, Allied Magazine, Men’s Fitness, The Weekend Australian

- Online features in Huffington Post, News.com.au, Sporteluxe, body+soul, Collective Hub, Convenience, Impulse Retailing

- Launch event for the Pic’s Peanut Butter Slugs in partnership with PE Nation

- Attendance & assistance at over 14 trade shows & events

- Media & Influencer Creative Mailers for Christmas, International Peanut Butter Day, Easter & World Chocolate Day in collaboration with leading brands

- In-store partnerships / activations with local Sydney businesses including Sonoma Bakery, Anita Gelato & Concrete Jungle Cafe

- Thousands of pieces of social media posts on Instagram

- Event for the official Australian launch of Pic's Peanut & Chocolate Butter

Campaign Length

Retained for 7 years