From idea to launch in eight months

Two Bondi-born brothers, Adam (23) and Saul (21) Caspary set out on a holiday to New York City in search of a food concept to start a business here in Australia. They saw a huge edible cookie dough trend on social media and were able to see firsthand how the new trendy food concept took over New York City. Seeing a gap in the Sydney market they concluded that it needed to hit the local scene pronto.

Returning home and working into the early hours of the morning in their own kitchen, they mastered their popular salted caramel flavor and partnered with a leading chef in Bondi. The three rolled up their sleeves and over six months crafted their own unique Sydney blend of cookie dough with better flavor, balance and texture than they’d originally found. By September they were ready to launch.

The Challenge

PR misconceptions and story– finding the right ingredients and the taste that needed to be told.

When the young entrepreneurs approached Taurus eight weeks prior to launch, they were already confirming brand colours, logos, pricing, Dough flavours, a website and social pages.  They wanted to create a buzz around  the brand ready for their launch among their target audience and drive traffic to the  pop up cart that was their business model.  They were hesitant to go ahead with PR, having never done it before and wondering why couldn’t they do it themselves? Taurus  started working closely with Doughlish three weeks prior to launch,  advising on what hadn’t been finalised.

“We saw some other businesses getting great publicity and we assumed that they get one or two great articles written and it flows over to other media outlets and then everyone starts writing about them. But that definitely isn’t the case and that was a bit of a misconception we had on our end as well.”

Adam Caspary, Founder, Doughlish

The Approach

The Project – a delicious experience for the media.

Taurus worked with Doughlish to create a fun and trendy media release designed around their brand colours. The release was accompanied by Doughlishous’ branded samples of their seven launch flavours – Choc Chip, Rainbow, Salted Caramel Honeycomb, Reece’s, Brownie, Lamington and Pandan.

These were sent out to targeted media outlets specific to Doughlish’s target audience and pitched nationally.