Page 15 - Packaging News Nov-Dec 2019
P. 15

November-December 2019
www.packagingnews.com.au LIVE FORUM
REPORT
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1. Experiential marketing is a $100 billion industry gaining momentum, said Brandcrush co-founder Matthew Hurle, “because in this digital world, we humans are craving physical interactions”.
2. Brand Opus MD Nikki Moeschinger shares with the audience the importance of brands being disruptive, meaningful and memorable.
3. Kodak’s Paul Haggett poses brand bravery questions to the speakers.
4. Food & Drink Business editor Kim Berry with +hemp founder Natalie Moubarak and The Alternative Meat Co BDM Cameron Prowse.
5. Chris Gray, MD Daylight Agency, discusses the attributes of bravery in branding.
6. Food & Drink Business and PKN publisher Lindy Hughson moderates a lively question time with Chris Gray.
7. Food & Drink Business editor Kim Berry (right) moderates the panel.
8. Sharon Amos, PKN; Phil Biggs, Packaging Partners; and Andrew Key, Foodmach.
9. Paul and Teresa Cutter, The Healthy Chef; and Nerida Kelton, AIP.
from her own health needs and expanded into a range that can now benefit a mass group needing simi- lar, functional solutions.
“Trust in the brand is the most im- portant thing and we treat the cus- tomer how we want to be treated, so it’s very personalised,” said Cutter.
“In developing the range, we made sure it was simple, fresh and that we had full control of our product to be able to scale into a franchise.
“We also have packaging meetings each week to see how we can evolve our business and our product, and finding the balance between keep- ing the integrity of the product while being better for customer and better for the environment,” he said.
In the plant-based protein market, Prowse said bravery presents itself in a number of ways for The Alternative Meat Co, such as partnering exclu- sively with Coles, delivering stock in recyclable pallets, and going to extra mile for adjacent opportunities.
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“We’re a small company on the
Central Coast, we really believe in be-
ing ‘grown not bred’, and we’ve stuck
by our principles and activating on
the ground level, and are prepared to
go the extra mile,” said Prowse. 89
“Having a story, believing in it and being genuine is really important, so being upfront and acknowledging some aspects – such as that for us, our packaging is less than ideal – and asking the customer to come on the journey with us is important as we grow and change.” ■
The Food & Drink Business + PKN LIVE forum was sponsored by Heat and Control, Brandcrush, Kodak, Multipack, Ecolean, GS1 and Nord.
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