Tag: Influence


10 Australian Fitness Influencers You Need To Be Following

Today, Australians are without a doubt more conscious of their health and fitness than ever before. Nationally, we spend $8.5 billion each year on gym memberships, sports equipment and the latest fitness trends, highlighting that we’re prepared to pay premium prices to achieve our health and fitness goals.

As we become increasingly active and health focused, as well as more reliant on social media to consume news, be inspired and share our lives, the reach and engagement of fitness influencers has exploded. You might have recently seen that Kayla Itsines and Emily Skye have been included in the 2017 AFR Young Rich List (with a combined wealth of $78 million) emphasising the sheer value of the fitness influencer in today’s society.

In addition to Kayla and Emily, FORWARD has pulled together a list of the 10 Australian Influencers you should be following for your workout fitspo.

  1. Kayla Itsines

@kayla_itsines: 7.8M

At just 26 years old she’s been named the world’s top fitness influencer by Forbes, but Kayla Itsines’ fitness empire has only just begun. Kayla’s fitness journey started back in 2008 when she decided to become a personal trainer and since then she has created a series of ebooks called Bikini Body Guides, a workout and meal-planning app, Sweat with Kayla, and held bootcamps all around the globe. Kayla likes to share transformation images of her BBG girls, nutritious meal inspiration and workout exercises.

Kayla regularly endorses brands such as Adidas, Nike, Apple, Style Runner and Dyson, however she does not do sponsored posts. Kayla has been interviewed for publications including Women’s Health and Fitness, The Daily Telegraph, The Sydney Morning Herald, news.com.au, HuffPost as well as a range of top tier media titles from around the world including The New York Times, Forbes Magazine and Time Magazine.

www.kaylaitsines.com

 

  1. Emily Skye

@emilyskyefit: 2.1M followers

Emily Skye is a health and fitness guru and model, with a passion for getting people moving more, eating healthy foods and appreciating what their body can do. In her quest to show women of all ages and body types how to trim, tone and shape their entire body, Emily has developed a number of fitness products including, F.I.T Programs. These include video libraries of exercises (which can be done in or out of the gym) and nutritionist-developed meal plans. Emily also shares similar content on her social channels encouraging all women to lead active and authentic lives.

Emily is currently a global ambassador for Reebok and Lucozade Sport. She regularly features in publications such as news.com.au, Daily Mail and Women’s Health, sharing her fitness advice and her own body transformations over the years.

www.emilyskye.com 

 

  1. Amanda Bisk

@amandabisk: 680K followers

Amanda Bisk is a former Australian Pole Vaulter who discovered a love for yoga after being diagnosed with chronic fatigue. She found that yoga became an essential part of her life and the key to general wellness. Since then Amanda has become a qualified yoga teacher and has been sharing with her followers all the positive benefits of yoga. If that wasn’t enough, she’s also created a series of online fitness and flexibility programs called Fresh Body Mind Fit. She shares motivating and inspiring images of her healthy lifestyle on her Instagram.

Amanda is the ambassador for H&M Sport, G Active Australia and has recently worked with brands including Qantas and Biotherm, and we were thrilled to work with her for the launch of Purina Beyond in July 2017. Amanda has shared her tips to a balanced and fulfilled life with the likes of WHIMN, Buro 24/7, Sporteluxe and POPSUGAR.

www.amandabisk.com

 

  1. Base Body Babes

@basebodybabes: 654K followers

Base Body Babes was founded by two personal training sisters, Diana Johnson and Felicia Oreb. Their goal? To inspire and motivate women to be as happy healthy, fit, strong and confident as possible. The pair have a passion to educate women on how to work out, eat healthily, get in shape and maintain it for life. In addition to their Instagram they also have their own blog, which they regularly share their fitness advice on.

Base Body Babes are current ambassadors for Bare Blends and have previously worked with brands including Pantene, Swarovski and Natural Raw Company.

www.basebodybabes.com

 

  1. Daniel Conn

@dan_dc_conn: 331K followers

Health and fitness has always been a part of Dan Conn’s life. After an impressive 10-year NRL career playing for the Roosters, Gold Coast Titans and Canterbury Bulldogs, Dan turned to training and nutrition after a neck injury sent him into an early retirement.

This year, Dan became Wellness Director with the Collective Wellness Group (CWG) working closely with Anytime Fitness, Orangetheory Fitness and Massage Envy in developing healthy body and mind programs and contributing to digital content.

Dan has worked with brands such as Mass Nutrition Bondi, AussieBum, Zeal Optics and Lenovo, and is currently an ambassador for Body Science. He has featured in the likes of GQ magazine, Men’s Muscle Health, Body + Soul and 9Coach, sharing his eating habits and workout tips.

http://danielconn.com

 

  1. Michelle Bridges

@mishbridges: 262K

She’s the straight-talking trainer behind Channel Ten’s ‘The Biggest Loser’, but Michelle Bridges has become one of Australia’s most influential personal trainers and fitness influencers. With over 20 year’s experience in personal training, Michelle has published 11 bestselling books and launched the highly successful Michelle Bridges 12 Week Body Transformation online program.

Michelle is the current ambassador for The Australian Institute of Fitness, Medibank and RSPCA QLD, she’s also worked with brands including Big W, Holden and Woolworths. Michelle has recently joined the team at Body + Soul writing a monthly column, and also regularly appears in many other publications such as Prevention, Women’s Health, The Australian Women’s Weekly, Woman’s Day, Good Food and WHO.

www.michellebridges.com.au 

 

  1. Sam Wood

@samjameswood: 238K followers

In 2015, Sam Wood, 34-year-old owner of ‘The Woodshed’, Australia’s largest personal training studio in Brighton, and founder of children’s fitness company Gecko Kids was announced as The Bachelor. He met his partner Snezana Markoski on the show and since then has developed his own lifestyle program, 28 by Sam Wood. The program includes quick, simple, delicious meals with a daily 28-minute exercise program. His aim is to show Aussies that good nutrition & exercise shouldn’t be stressful or complicated.

Sam has recently become the new ambassador for Weet-Bix Blends. Sam has also worked with brands including Asahi, Bakers Delight and Hello Fresh. Sam is a writer for lifestyle.com.au sharing his workout tips and top meals, and has also shared these with publications such as kidspot.com.au, Yahoo7 Be and Mamamia.

28bysamwood.com 

 

 

  1. Tim Robards

@mrtimrobards: 158K followers

Tim Robards became a household name when he starred on The Bachelor in 2013, since then Tim has become known for much more. Tim is a Chiropractor, human biomechanics enthusiast, TV personality/speaker and Inspired Educator in Health & Wellbeing. Tim has also launched his own fitness program, The Robards Method. TRM is about simplifying the approach to optimal health so people can live an inspired, fun and active life. Tim shares workout and fitness tips, as well as recipes with his followers.

Tim is currently an ambassador for Deep Heat (a FORWARD client) Jeep, ALDI, Thermomix and Swisse, and regularly works with fashion brands including MYER, Hugo Boss, Calvin Klein and Calibre. He has previously worked with brands including Fitbit, Giorgio Armani, Westfield and NBN. He also regularly contributes to range of health and fitness publications, including Men’s Health, news.com.au and Yahoo7.

therobardsmethod.com 

 

  1. Andrew Pap

@andrew_pap_: 117K followers

Personal trainer to the stars, Andrew ‘Pap’ Papadopoulos, is a self-confessed fitness junkie and endurance athlete, as well as the owner of Battle Fit Australia. After spending time in the Australian Defence Force, Andrew started Battle Fit Australia – a way to simulate military training, but with his own creative twist.

Andrew is an ambassador for SKINS, Performix, ANKORR & AUSFIT Torsion Bar, and has recently worked with brands such as The Athletes Foot, You Foodz and Isowhey. Andrew is also a contributing writer for GQ magazine and has previously shared his fitness tips with Sporteluxe, Body + Soul and Australian Men’s Health.

www.andrewpap.com.au

 

  1. Dani Stevens

@danistevens365: 117K followers

She’s a stay at home mum with four children and one of the world’s most popular health and wellness motivators, but Dani Stevens shows no signs of slowing down. Dani’s fitness philosophy is that having children or a busy lifestyle, should not require you to sacrifice a healthy existence. Dani is also the author of e-book, ‘30 Days of Fitness & Food’ which includes a range of recipes and workouts designed for the time poor. She also has a successful blog called website Fitness Food and Style. Her blog and social channels feature weekly motivating weight-loss success stories, monthly challenges to keep followers motivated and regular recipes and activities to keep followers consistently checking in.

Dani is currently an ambassador for American Express and has previously collaborated with Jamie Oliver, Volvo, Telstra Dr Oz, FORWARD worked with Dani for Thermos.

www.danistevens.com

With Australians becoming more health conscious, health, nutrition and fitness brands will continue to grow and need to develop strategies to obtain and retain market share. The importance of being able to identify current, as well as up and coming, influencers that align with particular brand values, campaigns and messaging is more important than ever.

If you would like to know more about how your brand can benefit from working with influencers like these, please get in touch with the FORWARD team.

 

10 Family Influencers You Should Follow

We’ve reviewed both the 10 Australian Food Influencers You Should Follow and the 10 Australian Lifestyle Influencers you should follow. We’ve worked with a number of influencers over a wide range of fields over the years at FORWARD, and consider ourselves lucky to have worked with some of the best in the industry. Now, we’re bringing you 10 Australian Family influencers you should follow.  These 10 influencers all have one thing in common: they are dedicated to capturing family life as it really is, at its worst, its best, and all the other in-between moments. However, they have each carved their own, distinct niche in the family genre, setting themselves apart with creative and engaging content that inspires. The influencers featured below are  just a small number of our favourite Australian family and parenting influencers. If you would like to know more, or how your brand can benefit from working with influencers like these, please get in touch.

 

  1. Big Family Little income

@big.family.little.income: 4817

Facebook: 38.9K Likes

Website: http://www.bigfamilylittleincome.com

Bruce Devereaux, the face behind Big Family Little Income, is one of our favourite family bloggers and is one of the most notable blogs in Australia when it comes to covering all things parenting. It is also worth noting that he is the only male in the bunch – something that doesn’t go unnoticed amongst his legion of fans, who love to hear the insights of a a stay at home father to seven children. Bruce uses his blog as a way of sharing his tips on how to run a big, happy family on a small budget. Whether it’s providing a guide to making homemade Playdough or whipping up the World’s Simplest Green Chicken Curry with Rice, BFLI has all bases covered.

Bruce’s down to earth writing style and uniquely Australian sense of humour make him one of our top influencers to follow.

Big Family Little Income has previously worked with a range of brands, and FORWARD were collaborate with Bruce to create easy weeknight meals for Aussie favourite SunRice- see Bruce’s awesome creation below!

 

  1. Fat Mum Slim

@fatmumslim: 99.5K

Facebook: 91.5K Likes

Website: http://fatmumslim.com.au

Chantelle originally started Fat Mum Slim as a private weight loss blog however over time it has evolved into an engaging lifestyle and parenting blog with daily inspiration, recipe ideas and stories that will make you laugh and sometimes cry. Chantelle is also the founder of A Photo a Day, a photography challenge and creative outlet for her followers.

Chantelle’s humour, genuine attitude and honesty have helped her amass a highly engaged following, and she engages her followers on a number of different topics, from parenting to wellness.

Fat Mum Slim has collaborated with FORWARD to create engaging and compelling for a number of successful campaigns with brands including SunRice and True Local.

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  1. My Poppet

@mypoppetblogs: 6239

Facebook: 16.9K

Website: http://mypoppet.com.au

If you’re into original DIY projects, kids craft and all other things creative, look no further than My Poppet.

Cintia is the creative flare behind My Poppet, a blog dedicated to inspirational craft tutorials that turn ordinary objects into totally extraordinary creations. She includes creative tasks and projects perfect suited to all skill levels so kids can easily get involved. Cintia’s creative projects and ideas are frequently inspired by her 6-year-old daughter and the blog incorporates a range of disciplines including crochet, needle felting, paper craft, quilting, digital media, photography and sewing. My Poppet Living is another section of her blog which includes top travel destinations, best new recipes, as well as explore style, health, wellness and family friend activities.

Thanks to her mix of engaging content across a multitude of genres, Cintia continues to grow her following. My Poppet projects and creations have landed on Huffington Post, Elle Interiors, Frankie and Homespun whilst also collaborated with Officeworks and Spotlight. My Poppet Living has also teamed up with FORWARD and SunRice to produce delicious midweek meals.

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  1. Oh So Busy Mum

@ohsobusymum: 6206

Facebook: 24K Likes

Website: https://www.ohsobusymum.com.au

 

Oh So Busy Mum was started by Cheree, with the sole purpose of sharing the things that make her a busy mum i.e. travel, recipes and family. She has four daughters that keep her well and truly on her feet and she loves exploring new places and food with them. As well as managing the Oh So Busy Mum blog, wonder-mum Cheree also runs the Lunch Box Ideas Australia and Decorating Mummas Facebook pages.

FORWARD and Oh So Busy Mum have recently collaborated to work on a MILO campaign.

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  1. Be a Fun Mum

@beafunmum: 6588

Facebook: 226.6K Likes

Website: http://beafunmum.com

Kelly started up Be a Fun Mum, when she realized she wasn’t actually a fun mum at all, and wanted to make a change. Her blog and focus are all about connection, designing your own family life and finding your own individual way to have fun with your kids. Kelly’s blog includes a wide range of activities and ideas that she believes will bring joy to family life, including dinner recipes, crafts, activities for kids, gardening, camping and travel.

Kelly also started the Love the Moment Challenge as a means for mothers to capture, notice, celebrate and enjoy moments as they arise. Through this, she provides mothers with an outlet to weave connection into their lives.

Be a Fun Mum has worked with brands like Nespresso, Disney, Voltaren, Omo, HP and Fountain.

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  1. Bargain Mums

 Instagram: 1037

Facebook: 36K Likes

Website: www.bargainmums.com.au

When it comes to money saving ideas, Bargain Mums is the ultimate destination.

Jasmine Boothey, the thrifty mum behind this blog, takes the work out of saving for Australian families by helping them find bargains in all aspects of their shopping. The Bargain Mums blog is fast becoming a popular online resource for budget-savvy families in Australia looking for invaluable money saving tips, easy and affordable meals and strategies for living a more minimal lifestyle.

Jasmine is passionate about helping Australian families save money without compromising on the quality of the products they purchase.  This small detail is what sets Bargain Mums apart from other budgeting blogs, and has helped the Bargain Mums blog cultivate a devoted following in a short space of time.

Bargain Mums has partnered with brands including Officeworks and Super Amart.

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  1. The Organised Housewife

@theorganisedhousewife: 39.6K

Facebook: 493.6K Likes

Website: http://theorganisedhousewife.com.au

 

Katrina, wife and mother of three, is The Organised Housewife. This blog is wholly dedicated to sharing daily tips and ideas to keep the home and family organised. Her goal is to help parents enjoy time with their children…whilst also maintaining a clean, tidy and organized home.

In addition to running the blog, Kat has created her own Organised Housewife stationary range, including printable charts, checklists and planners that aim to help her followers live stress-free and create effective routines within their households.

The Organised Housewife is a blog that explores many different lifestyle genres, from interior design to lifestyle ‘hacks’, and with over half a million followers, it’s clear that this mix of engaging content appeals to a wide audience.

The Organised Housewife has collaborated with brands including Sard Wonder, Olay, MasterFoods, Nissan, BIG W, Coles and Praise.

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  1. Stay at Home Mum

@stayathomemum: 24.2K

Facebook:  505K Likes

Website: https://www.stayathomemum.com.au

Stay at Home Mum was founded by Jody Allen in 2011 after she was made redundant, leaving her with a baby and husband to feed, another on the way and only $50 per week to spend on groceries. Jody decided to start sharing her journey with other stay at home parents, including her frugal money saving ideas as well as tips and hints on cooking, cleaning and parenting.

Jody’s message to her followers is that you definitely don’t need to spend exorbitant amounts of money to have a happy, healthy and fun family life. This message has clearly resonated with her audience, which now consists of over 500,000 highly engaged followers.

Stay at Home Mum has worked with many brands including Etsy, Glad, MILO, Penguin and Vicks.

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  1. Mum’s Pantry

Instagram: 5846

Facebook: 348.8K

Website: http://mumspantry.com.au

Mum’s Pantry, run by Belinda Jennings, is our favourite pick for a family blog with a focus on making meal times for the family, easy, quick, delicious and stress-free. Belinda’s blog is all about using common ingredients found in your pantry and fridge to create really easy recipes that the family will love.

Belinda’s worked for over twenty years in Sales & Marketing and is passionate about empowering women to make the best choices they can to raise their families. She is supported by her energetic two boys and husband.

In the short time, it has been around, Mum’s Pantry has collaborated with an extensive list of brands including Aldi, Woolworths, Jenny Craig, OMO, The Heart Foundation, Steggles, Disney and Barbie.

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  1. The Imperfect Mum 

@theimperfectmum: 6174 

Facebook: 67.8K Likes

Website: https://www.theimperfectmum.com.au

 

Motherhood and parenting are far from a smooth and easy ride and this is exactly what The Imperfect Mum aims to celebrate, which is why we are in love!

Kristy Valley is the founder of The Imperfect Mum, a blog created to help women come together, talk and relate to the imperfectness of motherhood. She started the blog after she had two children and developed Post-Natal Depression, with a desire to break down the unattainable image of the ‘perfect’ mother and celebrate the fact that, well, none of us are all that perfect.

The Imperfect Mum touches on incredibly important topics including relationships & marriage, loss & grief, mental health and parenthood guilt. There is also a wide range of tips and advice on parenting toddlers, children and teenagers.

Kristy has previously collaborated with The Insurance Council, Dream World, Paradise Resort and I Want That Course.

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How video content is driving massive engagement for food brands – Part 2

In Part 1 of this blog post we considered which video platforms are available for your food stories and some examples of how brands are using these platforms effectively to drive consumer engagement.

In this post, I am reviewing a few of our favourite food channels. These channels are creating innovative, simple and beautiful content with recipe videos that are driving millions of views daily.

At the end of this post, I will share my top five tips for producing amazing snackable video content for food brands (yes, pun intended!).

 

 buzzfeed

1. BuzzFeed Food

YouTube: 631K+subscribers, 44M+ views

Facebook: 20 K+ likes

Instagram: 2.1M followers

Buzzfeed food is known for their really simple and quirky recipes and hacks that prove that cooking can be fun and entertaining. Reaching different audiences, from true food fans to people who are just curious and enjoy the show.

4tricks

 

 

tastemade

2. Tastemade

YouTube – 606 K subscribers, 70 M+ views

Facebook – 14 M+ likes

Instagram866k followers – 100K to 300K views per day

Tastemade is a video network built for the mobile generation. They enable people to come together to discover and share their passion for great food and travel. From quick recipes to original series, they’re uploading two to three new videos every single day, to share their favorite food and travel stories from around the world.

One of the most popular Tastemade’s platforms is the Discovery section in Snapchat, where they share behind the scenes videos about their crazy food creations, kitchen tips, and trending ingredients.

healthypopcornchicken

 

 

tasty

3. Tasty

YouTube: 327 K subscriptions, 17 M+ views

Facebook: 53M+ likes

Instagram: 3M followers

With only three months of being created in 2015, the BuzzFeed’s channel Tasty, has reached almost 17 million views, demonstrating the great impact that food has on people in social media.

This channel makes it easy for people to understand how meal preparation is done and incentive consumers to buy food ingredients and utensils to make it themselves.

Almost all of their video creations are no longer than 1 minute, keeping it simple and easy to engage with the audience.

saltedsmores

 

 

howtocookthat

4. How To Cook That – Ann Reardon

YouTube: 2M+ subscribers, 331,746,754 views

Facebook: 71K

Instagram: 146K

Ann Reardon is a qualified food scientist and dietitian who likes to cook ridiculously unhealthy desserts (in her own words!). Ann is with doubt an Australian YouTube sensation, ranked number nine out of the Top 100 most subscribed Australia channels list

Ann specialises in creating and sharing of creative desserts, cakes, and chocolates. Something people from all around the world seem to enjoy.

cokechococake

Implications for Brands

Video consumption is booming, with more and more people are turning to YouTube and other social channels to search for new food and recipe inspiration.   To tap into this trend food brands consider these 6 tips for great video:

  • Keep your video content short, snappy and fun to watch
  • Focus on helpful or new ways your product can be used
  • You don’t need scripts or voice-overs, but do use pacey music
  • If a recipe, make sure it is really easy to reproduce
  • Don’t make your video too heavily branded or over produced
  • Allocate budget to promote your video content

If you would like to find out more or discuss how FORWARD Agency can help you develop videos like these, please get in touch!

 

10 Australian Food Influencers You Should Follow

At FORWARD we are always on the look out for the most knowledgeable, creative, and authoritative foodies to collaborate with and help tell our client’s stories. Here is a selection of 10 amazing food influencers that we think are doing really interesting, creative and fun things with food. They are getting noticed, have engaged audiences, and are open to working with brands. Some of these will have heard of, but all of them you will be hearing about in the year to come.

  1. Teresa Cutter:

@teresacutter_healthychef: 65.8k followers

Facebook: 150,028 likes

The Healthy Chef – Website

When talking about healthy and nutritious recipes, the Australian chef Teresa Cutter is one of our favourites! With more than 25 years of experience, she is a recognised healthy cooking authority. Teresa has several culinary awards and has worked with brands including Blackmores, Empire Clinic, Weight Watchers, Breville, Vitamix + Intercontinental Hotel Groups.

After the great success of restaurant The Healthy Chef, she launched The Healthy Chef Functional Food Range, completely free from chemicals, artificial sweeteners, and fillers and made from whole foods.

Also, Teresa is a certified fitness trainer and a Muay Thai kickboxer!

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  1. Georgeats:

@georgeats: 145K followers

George Eats – Website

Georgia loves good food, good coffee and traveling. After years of building her Instagram with yummy food photos and recipes, and gaining lots of followers (now more than 140k), she has created her own e-book full of delicious and multiple recipes. Worth getting here.

This freelancer has done menu and product styling and photography for We Are Combi, Elwood, Pana Chocolate, Five AM Organics; done recipe development, styling and photography for Bare Blends; worked with Sushi Sushi, Sodastream Australia and Nourish Magazine (Lorna Jane); and currently working with FORWARD and SunRice on content creation.

Georgia’s recipes include delicious, healthy and gluten free options, such as herby goat cheese pasta, banana donughts and Christmas pizzas with blue cheese, rosemary roasted potatoes and currants!

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  1. Lick Your Phone:

@lickyourphone: 67.7K followers

If you’re not so much into calorie counting, then you should consider following @lickyourphone.

This food porn Instagram account is managed by three best friends: Rita, Tiffany and Katherine; enthusiastic Instagram users who understood the power of this platform and started using it as a tool to search and share the newest eateries and hot spots, making it a visual menu that encouraged interaction.

After joining the “food Instagramming” industry in 2015 their followers grew exponentially as they shared atypical and even controversial food photographs. Eventually, invitations for events and reviews flowed in from PR agencies and restaurants. Most of Lick Your Phone’s followers are from Sydney, but they’ve managed to build and engage with a global community. Some of the world foodie favourite brands they’ve worked with include Nutella, Oreo, Grounds of Alexandria, and surprisingly Bondi Wholefoods.

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  1. Elizabeth Hewson:

@elizabethhewson: 3,895 followers

Moving Out Eating In – Website

Elizabeth has latched onto a trend of real, cook-able food for those just out of home – back to basics goodness that tastes great.

She first started with self-taught kitchen skills when she moved out of home to study a degree in Bachelors of Organisational Communications and PR. However, while developing her cooking abilities, she realised this had become her main passion. After putting all the puzzle pieces together, she managed to work with Quay, Australia’s best butcher; Victor Churchill, Australia’s best providore, Simon Johnson and the world’s best glassmakers; Riedel.

She finally achieved her dream of launching a cookbook and has the support of food heavyweights including Valli Little and Sophie McComas, watch this space.

Some of her collaborations include Cleo Magazine, The Versatile Gent, Breakfast with Audrey, The Today Show, Broadsheet, Real Living Magazine, Good Food, Inside Out Magazine, Daily Life, amongst others.

Plus, her Instagram is not only about the food but the beautiful places she visits. *Spoiler alert: cute dogs and cows included!

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  1. Jacqueline Alwill:

@brownpapernutrition: 55.1K

Facebook: 7,915 likes

The Brown Paper Bag – Website

Jacqueline Aiwill is all about healthy and holistic living. Her passion to improve the health of others took her to another level of commitment; she founded The Brown Paper Bag with the purpose of inspiring her clients and share with them her love for nutritious food in a simple but creative way. This Australian has positioned herself as a leading nutritionist, health writer, and presenter.

Currently, Jacqueline is an ambassador and nutritionist for FIVE:AM Organics, Bioglan Superfoods and has worked on numerous campaigns in nutrition and health for The Cook’s Grocer, Tetley Tea, Brita, Breville Australia, Australia Beef (MLA), Jurlique and more. She has contributed with RUSSH magazine, Sporteluxe, Men’s Health, Cleo, Dolly, Good Health, Prevention, GMHBA, FMTV, amongst others. Besides, she joins the panel on Channel Seven’s The Daily Edition, The Morning Show, The Project and Sky Business News.

Jacqueline is definitely a great example of an Accredited Practicing Dietitian, who is making her name through healthy eating.

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  1. Nadia Felsch:

@nadiafelsch: 12.5K followers

Nadia Felsch – Website

Nadia turned her life around with whole foods living: she’s a regular woman who shares her experiences healing herself with food. Her emerging passion for nutrition and wholefoods took her to create pathtowholefood, an eight-week online program that guides busy women to eating freedom.

Some of the brands she has worked with include Bare Blends, Lululemon, Women’s Fitness, The Whole Daily, I Quit Sugar and Body Beyond Birth.

If you’re overwhelmed with work and your everyday life routine in general, this simple wholefood recipes account is for you!

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  1. Mitch Orr  

@instakrill: 7k

Mitch Orr has become one of the hottest chefs in town. After years and years of great experience and winning Best Young Chef at SMH’s Good Food Awards in 2010, he finally opened his restaurant in Rushcutters Bay, ACME, with a promising food and drinks menu.

This irreverent food celebrity has filled his Instagram with plenty of gourmet food and recipes that with no doubt you’ll get obsessed with.

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  1. How To Cook That:

@howtocookthat: 140K followers

Facebook: 67,948 likes

YouTube: almost 1M views

How To Cook That – Website

Ann is a blogger (and qualified dietitian and food scientist!) that doesn’t appear to follow food trends – she sticks to good old cake and cupcake recipes, published on her YouTube every Friday.

She’s currently the third biggest baker in YouTube in the world with almost 453 million views!

Media worldwide loves her work and as a result of this, she has participated on numerous occasions with BuzzFeed, Weekend Sunrise, BBC, The Huffington Post, ten, Cake Central Magazine, The Canberra Times and much more.

She pretty much loves cooking ridiculously unhealthy desserts and doesn’t feel bad for it.

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  1. The Inspired Table:

@theinspiredtable: 6,191 followers

Facebook: 1,960 likes

The Inspired Table – Website

The Inspired Table’s objective is for people to enjoy food and the process of preparing it, with inspirational recipes and tips.

Jordanna’s main features include holistic wellness coaching, cooking workshops and recipe development.

She’s currently writing meal plans for Sarah Wilson’s, I Quit Sugar 8-Week Program, and has also worked for Australian Good Food, Bondi Harvest, New Idea, and Australian Women’s Weekly Cookbooks.

This account is a great example of all the healthy ways in which we’re looking at food at the moment and making the most out of the food we eat. Plus, she does some pretty good giveaways frequently!

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  1. Silvia Colloca:

@silviacolloca: 11.6 K followers

Facebook: 22k likes

Silvia Colloca – Website

Who said you have to study nutrition to be a famous food expert and blogger? Silvia Colloca proves that wrong; as an opera singer, married to an Australian actor, she is making a name for herself in food. Founder of the blog Silvia’s Cucina, she has been able to explore and share her Italian heritage. Besides, she has since published two cookbooks, hosted TV shows on SBS, participated in Sunday Telegraph, InStyle and is now working with Delicious Magazine and Sunday Style.

Silvia is proof that some people are born with more than one outstanding talent!

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4 Marketing Opportunities From 2016’s Biggest Food Trends

Whether they’re creepy, ugly or sweet-as-pie, tapping into the latest food trends can generate massive sales for marketers. For food brands looking to build stronger engagement and loyalty among customers, these trends can unlock opportunities for your innovation pipeline, more relevant communications and marketing programs, and ultimately, fuller shopping baskets.

Here is our take on some of the larger food trends currently generating buzz and our insights into how brands can capitalise on them

1. HEALTHY PROMISES

Superfoods, clean eating and soup cleanses are still amongst this year’s biggest trends. But what’s so new about healthy eating? Well, consumers are taking note of what’s in their food more than ever before. Major health activists like Jamie Oliver and Pete Evans are rallying people to simplify their meals. Sugar is in the spotlight and continues to be on the agenda of health professionals and government regulators. People want nutritional good news stories, and this presents a great opportunity for brands to promote the positive attributes of their product offering.

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What it means for brands. More than ever, nutrition information that’s easy to understand should be an important part of a brand’s communication strategy. Brands should consider how the nutritional nuances of their products can be communicated in a way that will engage customers and help them make more informed choices. Education about portion size and responsible consumption is also a smart way to help people better understand what they’re buying and eating.

2. THE FLIP SIDE TO FOODIES

Foodies and their social media counterparts, Instafoodies, are dominating popular culture, and they’re here to stay. A recent survey found that almost half of respondents identified with the term ‘foodie’ and a whopping 52% of 21-32 year olds would prefer to go to a food festival than a music festival. But what about the anti-foodie? The people who don’t know how to boil an egg or cook a bowl of rice. The anti-foodie represents a significant untapped market, and brands have a unique opportunity to capture their loyalty through simple and educational food marketing.

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What it means for brands. While it’s easy to get swept up in the world of the foodie, brands shouldn’t forget about the other half. Consider how to make the basics of cooking interesting and relatable. Your customers might not want to be MasterChefs, but they might be interested in skipping takeaway for a night to test a brand’s simple ‘how to’ video. These people still want food inspo! Simple doesn’t mean boring, and still has to be beautiful.

3. IS A GREAT BRAND STORY ENOUGH?

More than ever, people are seeking an emotional connection with the products they buy. Whether it’s where the product was sourced or the story behind the people who made it, consumers want to care about the food choices they’re making. But it’s a cluttered space. From boutique brands to supermarket fruit and veg, everyone’s trying to win the hearts and minds of their customers with a great brand story.

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What it means for brands. This cluttered storytelling space is creating discerning consumers, so an authentic brand story is vital to the success of your communications and content strategy. Listen to your consumers, interrogate the brand history, and look for the unique and interesting things about your product. Consider where or how it is made, and what its interesting ingredients or manufacturing processes are. This will help you to create a unique brand story that stands out from the crowd. Brands should also identify someone to tell that story, and carefully consider how they build on and integrate with the characteristics of the brand.

4. DECADENT DELICIOUSNESS.

Flipping the healthy eating trend on its head, a growing number of brands are serving up indulgent foods with new twists on old favourites, pop-up stores or creative flavour combinations. And consumers love it. Memes about sacrificing diets and photos of overindulgent foods are provoking engagement with a broader online community, beyond just the Instafoodies. This trend is about food in all its richness, flavour and complexity. This is not just a marketing opportunity for brands, but also for new product development.

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What it means for brands. Decadent foods play neatly into the hands of foodies, online and offline. Creating photo-worthy situations with product in hand is a good first start. Brands should consider indulgent food pairings, product personalisation and creative recipes to really tap into this trend. But don’t forget that while indulgent foods are causing a stir, healthy eating is still dominating this year’s food trends.

Interested in talking about how your brand can take advantage of this year’s biggest food trends? Email me on Fergus@forward.agency.com.au

 

TrueLocal appoints FORWARD Agency to manage PR & Influence

FORWARD Agency today announced its appointment as public relations and influence agency partner for TrueLocal, following a competitive pitch.

The appointment will see FORWARD help TrueLocal build its brand profile and educate Australian small business and consumers about the benefits of using Australia’s largest online local directory.

Ruth Trewhella, TrueLocal Group Manager, said: “The FORWARD team impressed us with their strategic understanding of our category and innovative ideas to help us build relevant and engaging content. We were looking for a partner with solid traditional and digital public relations expertise as well as experience in working with influencers.”

Fergus Kibble, FORWARD Agency Founder and Managing Director said: “We are looking forward to working with TrueLocal and the extended Sensis team to help educate and inspire both businesses and consumers on how they can get more out of TrueLocal. The directories landscape is constantly changing, especially given the rise and rise of mobile apps, so we are pleased to be working with one of the lead innovators.”

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4 minutes with: Sean Pickwell, Director – Waterfront

A celebrity partnership could  help your brand to drive fast awareness, engagement and fan love;  and not to mention media interest. The right famous face paired with the right brand can sometimes be a match made in heaven, but finding that perfect fit might not be as easy as you think.  

We spent 4 minutes with Sean Pickwell, Managing Director of Australia’s number one international celebrity sourcing agency, Waterfront to get some expert advice on celebrity partnerships.

In your opinion, what are some of the most successful brand and celebrity partnerships of the last 12 months, and why?

There are so many… but a few favourites over the last year for me are:

Mila Kunis – Jim Beam – I love it because it’s unexpected and cuts through. She makes me want to start drinking Beam. Likewise, Anna Kendrick’s anti-ads for Newcastle Ale are so clever. Using female celebrities for male-skewed drinks cuts though, but the execution like in these two cases needs to be great.

Globally I love the use of celebrities in the Snickers campaigns from Betty White to Mr Bean, and even our own Ray Meagher (Alf from Home and Away).

Jacobs Creek does a great job with their tennis stars and the amount of great content they develop – first was Andre Agassi then Novak Djokovic this year.

Some good Aussie celebrity campaigns – Barry Hall/Kleenex – nice connection to the soft side he showed on I’m A Celebrity, Julia Morris and Westinghouse – not an obvious fit, but the execution is great, and she is so loved, and self-deprecating that it makes the brand shine.

While they do cancel themselves out a bit, both Curtis Stone and Jamie Oliver’s ongoing campaigns for Coles/Woolies, are strong, clear branding efforts. Both have outstanding brand values that each of the supermarkets desperately wants, and both speak to middle Australia. And to some degree they are both working.

What are the top 3 things a brand should know before starting the search for a celebrity ambassador?

The key things are what you are trying to achieve with the celebrity partnership, what are the brand values you want them to represent, and what do you need them to do. Sounds fairly straightforward but it is amazing how often these basics get skipped.

Understanding your brand is really important, and what you want to say in the market. Celebrities and the message they convey vary so much.

Also, you need to know that you will be dealing with someone (and their team) who has opinions, and will often have input – they aren’t machines. So it can be a hot kitchen…and you need to understand it can be a wild ride. But that’s why we use celebrities – to harness that personality and power for your brand. But it’s not always easy.

What should a brand look for when searching for a celebrity?

Fit is the key – their brand values and yours – making sure they are aligned.

Although often the celebrities brand values may be where you want your brand to end up, rather than where it is now. In many cases, the reason you might look to a particular celebrity is where the celebrity can take your brand.

Ideally you want someone who you can work with, and who wants to work with you. This is not always easy to know upfront, but there are ways to see if you will be compatible.

What are the most important rules of engagement when working with a celebrity?

Be upfront in the negotiating about what you are trying to do, and what you want from them – specifically.

Try and build a strong relationship with them and the team, so when you do maybe need something extra, it won’t be a problem. And they will want to go the extra mile for you.

Don’t skimp on extra things like accommodation, transport, meals, etc. just to save a few bucks. If they feel you are being cheap, it can rub off on their attitude.

Don’t try and sneak things in once the deal is done. One company we know added extra category exclusions into the contract right at the last minute. Got everyone off side.

What are the most common things a brand can forget when working with a celebrity?

It’s not so much what you might forget; it’s more know what to remember. That’s not just being tricky with words, more to make the point that when you do something everyday, you get good at it, and you know what to look for in each situation. It’s really a great argument to use a specialist to help secure your celebrity. We know who to talk to, how much you should be paying, what you need to include and remember, and how to make it as smooth as possible.

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The Future of PR: 3 Major Insights from the PRIA’s Vivid Ideas Session

Today, the Public Relations Institute of Australia (PRIA) held an event as part of the Vivid Sydney called Creativity, Content and the Future of PR. Hosted by industry virtuoso Amanda Little, the program featured four participants:

  • Adam Good – Director of Digital Media & Content at Telstra
  • Glen Cassidy – Founding Partner at Cake Wines
  • Shane Currey – Director – Design Thinking | Visualisation | Storytelling – Deloitte Australia
  • Lex Deasley – Creative & Strategy Director at Hausmann Communications

The event was a complete sell-out indicating just how important the topic of industry transformation is for comms professionals today. The future role of PR in integrated story telling, consumer engagement and brand building were hot topics.

There were three major “a-ha moments” at the session that I believe are worth sharing.

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  1. Customer experience should be at the heart of big ideas

According to keynote speaker, Adam Good from Telstra, the best way to influence people is to focus on the customer experience, ensuring a company’s products and services deliver on brand promises.

Adam also talked about the important role PR plays at Telstra, which includes focusing multiple disciplines, combing creativity / content to create action-centric communication.

In the development of any Telstra comms campaign, big idea or consumer engagement piece, Adam relayed three important factors that Telstra considers:

Mechanics – What is at the heart of the idea or proposition? Are you nourishing the idea and proposition around the experience? How do you tell the story in different channels? Ultimately, “Why do I care about this idea”? You need to answer the most important meta-question: “What is in it for the customer”?

Dynamics – What behaviour are you looking for from the consumer? What do you want the consumer to do with the idea? What are they going to put into it and what are they going to take out of it? Do you want them to have involvement for an immediate, once-off action, or over time?

Aesthetics – What is the direct emotional response that you want the consumer to have when they interact? This is more than the look and feel – it is the emotional feeling that you want to create from that individual.

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  1. Reciprocity in value exchange

Shane Currey from Deloitte made an important and provocative point: brands should give in the expectation of not getting anything back.

However Hausmann’s Creative & Strategy Director Lex Deasley challenged this, commenting that lots of brands are creating content to access audiences. Yet many brands don’t understand one basic truth: they need to have a purpose and a role in the experience or relationship that is being created, or there is no legitimate value exchange.

To create a value exchange the brand needs to ask the question “does this make people’s lives better?”.

Public Relations role argued Deasley, is to help clients understand reciprocity in value exchange.

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  1. Build platforms not campaigns

Glen Cassidy, Founding Partner at Cake Wines, shared the terrific case study of his business which, although only a few years old, has already carved out a unique and strong market position.

Cake Wines has achieved this by focusing on celebrating sub-culture and not through mass marketing. For example, they donate 10% of proceeds to independent radio stations around the country, and commission emerging artists to create their labels via their prestigious annual Archi-bottle art competition. See the case study here.

Cassidy demonstrated that consumers who have deep levels of involvement in the communications from the brand ultimately foster a deeper brand connection. He says: “We push our ideas and try to push our creative thinking as far as we can so that people have a deep experience with our ideas and campaigns – our internal mantra is ‘to focus on building platforms, not campaigns’ and connect people and bring them together in a meaningful way that extends beyond the budget or period of time.”

The key take out: We should be thinking more broadly about ideas that last longer.

The session was inspiring, providing food for thought and grist for the mental mill. The final word came from Adam Good: “It is the most exciting time to work in the communications industry”. Hear! Hear!

Thanks to the PRIA for organising the event and Amanda Little for hosting.

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Four Big Ideas From TEDx Sydney 2015

Yesterday I had the absolute pleasure of being in the audience of TEDx Sydney 2015 at the Opera House. It is the first time I have attended TEDx, and after years of watching amazing TED Talks on YouTube, the day did not disappoint.

There were 19 incredible speakers and eight musical and entertainment acts that inspired and moved us. It was a full day and at the end, although we nearly all had TEDxhaustion (thanks, Julian Morrow), it was a truly inspiring, educational, challenging and entertaining day.

I’ve heard it said that your mind is like a parachute and that it only works when it is open. Well, TEDx Sydney 2015 opened my mind, made me think and challenged my beliefs about what is possible for my life, our future and the future of humanity.

My big four takeaways of the day clustered content from different speakers that really moved and inspired me. 

1) Hope and courage trumps everything

TEDx Sydney 2015 was book ended by two incredible speakers, Charlie Teo and Nadine Champion.

Charlie Teo is an Australian neurosurgeon who is a world leader in some of the most difficult and innovative keyhole techniques that saves the lives of people with brain cancer.

Charlie spoke about being shunned by the medical fraternity and, despite this, pushing forward to conduct surgeries with incredibly slim chances of success, based in some part, on the hope of his patients and their families.

In particular, he talked about quality of life and importance of the patient’s self-determination. He reminded us that while there is still life there is hope and where there is still hope there is still a chance that things can change for the better.

Nadine Champion is literally a champion (and apparently she hasn’t changed her name). She is a martial arts sensei and undefeated fighter. Through her talk, we followed her journey of growth to become a champion fighter by changing her thinking, confronting her fears, tapping into depths of courage and not turning away from pain. What we didn’t know is that she is also a recent Non-Hodgkin lymphoma cancer survivor. It took all of her martial training to get her through her chemo and conquer the disease. She finished her inspirational talk with a demonstration of breaking a board of wood with her bare hand, the first time since the cancer. Inspirational, and not a dry eye in the house.

2) Our world is fragile but fixable 

A consistent theme of the day was the fragility and interconnectivity of the ecosystems of our planet, and the negative impact humanity is having on it. But there were also some great ideas on how we can change things for the better by thinking and acting differently.

Daniel Pauly, a marine biologist, shared some very compelling and frankly damning statistics about legal and illegal industrial fishing of our oceans. He provided a graphic warning to Australia that if we don’t think beyond our coastline and start protecting this great resource we may end up a great desert in our oceans with no life at all.

Hamish Skermer also known as “MC Faeces” is an Australian who has invented a compost toilet that is an environmentally friendly dry toilet that turns human waste into something useful – compost. He was entertaining, but at the same time brought home a serious message: We need change our perception about “number twos” and think of it as a resource.

3) Words count more than ever 

Unexpectedly for me, the highlight of the day was Susan Butler, the editor of the Macquarie Dictionary. She handles the selection and writing of new words. Far from being a nerdish job, Susan says she brings out “a mop and bucket” each year to pick up the genuinely new words left behind “after the party” and toss out the rubbish. Susan convinced us that the dictionary was not an anachronism in a digital world. Far from it. It still has relevance and by not being constrained to physical number of pages, new words and usages of words are not limited. Who knew charityf**k was an actual word? Apparently it is. So is dadbod. The people have spoken.

4) For things to change, first I have to change 

One of my most important takeaways from TEDx Sydney 2015 was that for our world to change, each of us has a role to play in affecting that change. Whether it is how we think, how we behave or what we will no longer tolerate. We cannot be passengers. From how we consume and what we waste, to what we create or what we demand from our governments and legal systems – we, the people, have the power to change the world.

Barrister Julian Burnside (a Living National Treasure) gave an incredible talk about the importance of justice and fairness and how he came to work in the field of human rights. His message was clear: Stand up for justice. Stand up for fairness. Needless to say, he got a standing ovation.

I could not possibly attempt to provide a review of the entire day or provide a review of each speaker. It was truly inspirational. I’d highly recommend going and watching the video of the event. Who knows, perhaps your parachute may open too! If you have the opportunity to attend TEDx next year I’d highly recommend it.

Also check out this video: Archaics Anonymous – In the Thicket one of the several great video presentations of the day.

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4 minutes with: Zoe Bingley-Pullin

Brand ambassadors can be a powerful way to support PR and influence campaigns. They provide expert voices to tell brands’ stories and can help establish a brand’s credibility and authenticity with the media, bloggers and other influencers.

We love to showcase the people we work with and for this month’s ‘4 minutes with’ we chatted with a brand ambassador we work with: nutritionist, chef, co-star of Good Chef Bad Chef and Vitasoy ambassador, Zoe Bingley-Pullin.

What do you love about your job?

I think of what I do as an evolution. I wasn’t very good at school when I was younger – I’m dyslexic and this affected my confidence. I had no idea what I wanted to do when I finished, but I’d always loved food so I went and studied at Le Cordon Bleu in London. I then combined this with a Diploma of Nutrition.

Nutrition and the socialisation of food is something I’ve found really freeing and fun. Being able to help people improve their knowledge and relationship with food makes me feel good and I love creating healthy dishes for others and myself and get such a kick out of seeing everyone enjoy it.

How has PR and media played a role in your career?

PR and media have been integral to my career and my work as a nutritionist, chef and brand ambassador. For me, food is all about enjoyment and I want to help people find joy in food through educating them on healthy choices, and PR and media have helped me get this message out there. Specifically I’ve worked closely with brands and PR teams through my role as a brand ambassador, where I raised awareness about nutritious eating.

What’s the most valuable career lesson you’ve learnt?

The most valuable career lesson I’ve learnt is to always say when you can’t do something. And if you realise you can’t do something, don’t pretend that you can. If you’re unable to deliver on something, it could have a negative impact on your business or brand.

I’ve also learnt the benefits of partnering with experts myself. There’s a wealth of talent out there than can help you, which has been especially important since becoming a mother. I’m trying to expand my business and I’m now working with a business coach to do this.

How do you choose which brands to work with?

I’m very strict about the brands I work with. I only work with brands that I love and that I’d give to my whole family. I also look to work with brands that are aligned with my views on nutrition and wholefoods, so that we can work together to build Australians’ knowledge on nutrition and healthy eating.

And a final question we’re all dying to know from a foodie – what’s been your most memorable meal?

One of my most memorable meals was in Rome with my husband, at a restaurant called Maccheroni. The dish was a simple pasta dish with olive oil, sea salt, chili and black truffle. I’m not talking about a little truffle either – there was so much truffle on there! I had it with a crisp green salad and a glass of rosé. It was a beautiful time and just showed that food doesn’t have to be overcomplicated.

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NOTE: FORWARD has been working with nutritionist, chef and co-star of Good Chef Bad Chef, Zoe Bingley-Pullin for the past year as an expert for Vitasoy.