Papermill was engaged to manage the media relations campaign supporting the launch of Kōri Ice Cream. The objective was to generate strong media coverage aligned with the store’s first week of operation, with more pieces to land in the following weeks. This was achieved with tier-one publications such as Herald Sun, Good Food and Urban List covering the launch immediately, and a consistent stream of coverage rolling in over the following month. All key messages were communicated in the coverage, including promoting the client’s chosen spokesperson despite inherent media preference for a differing representative.

Kōri Ice Cream now has a strong presence in Australia’s media landscape, and is regularly featured across lifestyle publications including Broadsheet, Urban List and Concrete Playground.