Taurus gets PR mix right for edible cookie dough start-up Doughlish
PR brings 9 million views in one week
The Doughlish Story
In March 2017, 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. The pair came up with the idea after seeing a huge edible cookie dough trend on social media and on their travels 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.
Kitchen trials result in a winning new edible dough formula
Returning home, Adam and Saul set out to source high quality ingredients and after working into the early hours of the morning in their own kitchen mastering their popular salted caramel flavor, they 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.
PR misconceptions – finding the right ingredients
The Challenge
When the young entrepreneurs approached Taurus only 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 launch of the brand among their target audiences and drive traffic to the pop up cart that was their business model. They were hesitant to go ahead with PR, having never undertaken it before and genuinely asked – why couldn’t they do it themselves?
The PR story – the taste that needed to be told
Taurus started working closely with Doughlish three weeks prior to launch and provided advice on what was yet to be finalised.
The project – a doughlicious 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 media outlets specific to Doughlish’s target audience and pitched nationally.
Outstanding Media Results
Taurus achieved coverage in The Daily Telegraph and this article was syndicated nationally. Other publications include Broadsheet, Pedestrian.TV, 2DayFM and TimeOut.
“I didn’t have any reference point in what to expect from PR. I was hesitant to go ahead because we felt we could do it ourselves. But we’re really happy we went with Taurus because of what’s come out of it. Such high quality articles, very well written and in big media publications! We are super happy with it. It’s aligned with our target market and we definitely wouldn’t have been able to get that kind of quality ourselves.”
– Adam Caspary, Founder, Doughlish
What Taurus did for Doughlish
- Logo and branding design consulting
- Marketing support and advice
- Public relations
- Media relations
- Launch media release
- Coverage in mainstream online media and social media
- Social media counsel
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