Rise
clients
Good Food Partners
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These brands are owned by a division of Arnott’s, ‘focused on creating ‘better for you’ foods for every budget and life stage.
Good Food Partners. Their future was uncertain with retailers and despite reasonable awareness in the case of Messy Monkey's and Freedom Foods, and zero awareness in the case of SUNSOL, all three lacked appetite appeal and relevance in their respective categories of breakfast cereals and nutritional snacks.
My job was to redefine their customer proposition and purpose, create demand and to a broader customer seeking ‘better for you’ solutions and repackage in order to contemporise and grow appeal. This also included overseeing the evolution of NPD across each brand and taking the retailers along the way of these brand’s revitalisation and success.
T2
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T2 was owned by Unilever and although independent, needed to align to the greater mission to grow purpose led brands. My job largely began with defining the purpose of T2 to celebrate diversity and different flavours and tastes that not only make the world of tea, but also humanity, richer and more beautiful. Premium tea and teawares tend to be kept in the cupboard for special occasions.
By growing and promoting the purpose of T2 across planet, people and product, it was possible to have more and deeper conversations to create fans, not just customers at Xmas and Mothers Day and drive useage across more occasions.
Grill'd
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An Australian success story, in 2008 Grill’d offered customers an alternative to fast food chains such as Macca’s. It stood for providence, better tasting and healthier food. When it began, you couldn’t get a great burger in pubs let alone on a restaurant menu. Cut to years later, burgers are everywhere.
Despite much affection and nostalgia for the Grilled brand, even their original customer went less and less and the new cool crowd who went with mum and dad as kids, did not see the brand as relevant.
In addition to this, the tastes of consumers and proliferation of dietary tribes was re shaping expectations and tastebuds of a generation for whom their biology is their ideology.
My role was to re define and contemporise what healthy burgers meant to an 18-30 year old customer, map the dietary tribes 18-25 years and work with NPD to create menu alternatives that included low carb, vegetarian and vegan, and gluten free options.
The old black and white, dark and moody design of the restaurants needed an overhaul to felt brighter, less masculine, more natural and through design and color, told the story of Grill'd on the walls of the restaurants, including Local Matters, the community support program that features organisations across all the communities where Grill’d is and donates to via customer votes every month.
Jamie Oliver
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Ministry of Food had been established in Australia with chefs such as Tobie Puttock working alongside a team of cooks and facilitators to teach and improve the diets of our most vulnerable communities including outreach programs to in the NT and central Australia.
Whilst this good work continued, the challenge of starting the education and familiarisation of fresh fruit and vegetables needed to begin in schools. Hence the launch of Jamie’s Learn Your Fruit & Veg, a program designed to immerse kids of primary age in a cooking class. Setting up and executing this program involved building relationships with schools and local government to support the work. Chefs such as Tony Putyivk and Karen Martini assisted with venturing to schools and showing fresh ingredients to a young cohort, many of whom had never seen a carrot or knew what a cucumber was!
My role was to drive awareness and support for the program through digital marketing and social media. From zero to 40,000 kids per year, we made a great impact on growing knowledge of healthier food preparation amongst the next generation.
Jenny Craig
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After winning the advertising account for Jenny Craig with a team at JWT, I took over at the helm in early 2008. The business was barely breaking even. The brand was tired and lacked relevance and the culture was moribund and complacent. We were attracting half the amount of clients, who spent half the time with us and were not coming back.
The business and brand needed a major reboot. Moreover, the 680 staff desperately needed a renewed sense of purpose to rally behind to drive the necessary change in the business.
We created a new mission. Jenny Craig existed to fight obesity and prevent it in future generations. How? By changing lives one at a time.
We had three goals. Attract more customers, keep them longer to make them successful and build strong relationships so they return when they need assistance. Once we all were on board with our mission and aligned to these goals, our turnaround journey began. 

It goes without saying we needed great marketing. In a category of disingenuous advertising promising 'easy, quick and simple' weight loss solutions, I decided to zig where the category zagged and get real
about weight loss. This meant selecting the right spokespeople and creating campaigns that showed the human face of weight loss through celebrities unmasked, talking authentically about their weight and how it impacted their lives, and Jenny's pivotal role in helping them to lose it.
From Magda to Dicko, Shane Jacobsen, Dame Edna and Mel B, we embarked on unscripted storytelling, with each personality telling their story in their own way - relatable, aspirational, warm, witty and relevant and most importantly, authentic.
We grew Jenny's brand appeal to rival that of our closest competitor, on a quarter of their marketing spend, and doubled the business in just under 3 years, before selling to Nestle in 2011.
Other clients
