Hunter Melbourne, Australia

I had the pleasure of working with Simon and the Hunter team many years ago on reigniting a tired beer brand that was losing relevance in a saturated market. The team was first class in conducting thorough research by collaborating with our customers, sales teams & our consumers. Through the research, Hunter was able to create high-quality initiatives that changed the perception of the brand within months! I need to mention Simon & the team were hands-on when we implemented the initiatives by catching up regularly, sharing feedback, supporting myself and my team to ensure success!

BACKGROUND Introduce your business and what you do there. I’m the general manager of Sensory Lab, a specialty coffee roasting company in Melbourne, Australia. OPPORTUNITY / CHALLENGE What challenge were you trying to address with Hunter? We needed a brand refresh and a packaging overhaul. We’d gone through some fairly quick growth and wanted to make sure things were consistent with our brand identity across the board. We were three to six months into the project with another agency, but we didn’t feel any closer to where we needed to be. They didn’t really understand our brand, so we decided to go with Hunter. SOLUTION What was the scope of their involvement? Hunter assisted with realigning our brand. They did graphic design, strategy, and web work. It was a fairly broad scope that consisted of brand integration in all our spaces as well as packaging. RESULTS & FEEDBACK What evidence can you share that demonstrates the impact of the engagement? If you look at a before and after of our brand, you can clearly see where Hunter’s work started. How did Hunter perform from a project management standpoint? I found Simon and his team to be really responsive and engaging. They were really hands-on with our brand and spent a lot of time in our stores. Hunter is able to firmly integrate strategic concepts with design and tie that together to meet an outcome.

BACKGROUND 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. SOLUTION 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.