Introduce your business and what you do there.
When I engaged Hunter, I was the marketing and export sales manager for Charlie’s Drinks Company, as it was called at the time. We had two key brands: Charlie’s Juice and Phoenix, specialising in organic drinks.
OPPORTUNITY / CHALLENGE
What challenge were you trying to address with Hunter?
At the time, the Phoenix brand had a notable presence in the Australian marketplace, but Charlie’s was not as well established. We wanted to rebrand and increase our social media involvement to improve local visibility and bring Charlie’s up to par.
What was the scope of their involvement?
Hunter created the strategy that drove the launch of the Charlie’s brand in Australia. Though we outsourced the packaging, they were responsible for the branding and design. For the actual event, the team handled all of our PR needs, conducted interviews with our stakeholders, performed media outreach, and provided necessary staff. The strategy was geared toward local marketing and consumer engagement. Hunter created a Facebook promotional campaign that promised people in the Sydney Central Business District and Melbourne free juice for their online participation. They dressed the delivery staff as giant pieces of fruit as they ran through the streets drawing attention from crowds. Hunter handled all logistical needs in order to ensure the deliveries would run smoothly and efficiently.
How did you come to work with Hunter?
I’ve worked with Hunter on a variety of projects in the past, and I knew that they delivered nontraditional and contemporary strategies for brand challenges. I was also familiar with their event-based campaigns. They contacted me, and I agreed to work with them based on their location and my past experience with them. They had a presence in Australia and New Zealand, which is where we were looking to grow our brand.
RESULTS & FEEDBACK
What evidence can you share that demonstrates the impact of the engagement?
Our market value substantially increased following our partnership with Hunter. The Charlie’s launch event secured us partnerships with a few local supermarket chains, and international corporations began showing interest. Asahi Beverages then bought the company for AU$170 million, at least five times its market value at the time. Shareholders pocketed money from the sale. Hunter’s dedication and detailed planning allowed for a low-cost event with fantastic results.
How did Hunter perform from a project management standpoint?
Hunter acted not just as a business partner, but as part of our team. Their cost structure was transparent throughout the project. We communicated regularly and they were always available for meetings. Hunter was diligent in staying up to date with industry trends and incorporating new influences into their strategies to maximise the brand’s social presence. The CEO is also well-read on international developments in the field.
What did you find most impressive about them?
At the time, Hunter was one of few companies that embraced social media in their communications strategies. Their previous experience allowed for a unique and strategic understanding of our brand’s connection point with consumers. They avoided traditional advertising through simple visuals and focused on direct outreach to consumers and influencers.
Do you have any advice for future clients of theirs?
Clients should spend a lot of time with Hunter at the beginning of the project to facilitate a full understanding of the project direction and desired goals.
This is one of those projects that many can only dream about. We're very fortunate to have worked with such amazing clients like Ron and for forward-thinking brands like Charlie's. An absolute pleasure all around as we helped establish this brand in the Australian market.