Overview & Key Outcomes

Sunny Queen Australia is proudly farmer-owned and a leader in the provision of shell eggs, channelling this expertise to satisfy the food sector through a variety of convenient, cost-effective, tasty and wholesome egg products. Sunny Queen also works closely with customers to develop tailor-made products to meet specific requirements.

In August 2018, following a competitive pitching process, Elevate Communication was appointed by Sunny Queen Australia to support with public relations. Since working together, Elevate has supported Sunny Queen Australia in delivering successful PR campaigns for both the shell eggs and Meal Solutions arms of the business.

Sunny Queen’s Program Includes:

  • Execute the PR and Communication Strategy in line with business objectives to maximise opportunities ongoing
  • Identify at least one media opportunity per month to promote the Sunny Queen brand and raise its profile
  • Draft one media release per month, distribute to relevant media
  • Reactively respond to media commentary on behalf of Sunny Queen when appropriate
  • Create and maintain media lists of relevant contacts including relevant national, state and local media and blogger contacts
  • Distribute media material and follow up relevant media contacts to discuss potential publicity opportunities
  • Manage media interviews including briefings
  • Monitor media for reactive news opportunities to pitch and manage interviews with talent
  • Provide a weekly WIP report each Friday outlining activities and deadlines
  • Ongoing client meetings liaison via email and phone calls as required
  • Monthly face-to-face meeting to present a report on previous month’s activity and confirm activity for the month ahead

Key Achievements to Date:

  • Secured more than 5 million audience impressions
  • More than 150 pieces of media coverage secured across national, trade and consumer facing media
  • Supported Sunny Queen Australia in driving media awareness of its partnership with Foodbank Australia, where Sunny Queen Australia donated a truck
  • Supported Sunny Queen Australia in delivering its first social media competition – the Sunny Queen Father’s Day Competition. This campaign secured more than 95 shares, 1,862 likes and 90 comments
  • Elevate was able to support the brand as a featured partner in an upcoming Australian film

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