An introduction of who we are and how we help you grow

Nourish: to cause or help to grow

Nourish: what we believe

What you eat and drink out of home you will one day consume within your home.We work with brands and businesses across both sectors.

What is Nourish?

A marketing and business consultancy that specialises in the food and beverage industry. We work with consumer product and hospitality businesses, to help them identify opportunities for growth and then develop ways to deliver that growth.

What are we good at?

Consumer brand growthHelping you to define your brand platform ie. What your brand stands for and then bringing this to life in a way that drives sales. Your brand platform can come to life in many ways, whether it be developing new product / service ideas, new ways of taking products to market or advertising and marketing campaigns.

Hospitality business growthWe work with you to understand how your venue works or doesn’t, then help you to deliver a positive return. We can help you understand and establish your cost of goods, create your menu, staff training and recruitment criteria, venue design and fit-out.

Our business exists to help you grow yours

It’s that simple

We help you drive growth by developing ideas, it might be a new product idea, a brand idea or a marketing idea.

Working with us

You won’t find us in a big office with people sitting around waiting to be allocated a client’s job. This is because we believe in matching the right team of people to work on your brief.

Once we understand your needs we hand select the ‘best in breed’ creative minds to work exclusively on your project.

This approach helps us keep our overheads down, so you can get the top end of town people, without the top end of town prices.

Who we like to work with to grow your business

Business strategyBrand strategyNew product developmentCampaign developmentCampaign managementTrade marketingProject management

 

AdNews 2009 Experiental agency of the yearSamplingEventsPromotionsYouth marketing

B&T 2009 Experiental agency of the yearExperiential environmentsTrade shows

2009 Cool Company Awards, Top 50 CoolestBRW 2010 Fast StartersQualitative researchQuantitative research

Publicity and PR Entertainment experts

Brand DesignPackaging DesignStructural Design

CultureIdentityOrganisational Design

We have developed working relationships with the following independent agencies who are experts in their field. In addition we are happy to work with your own stable of specialist partners.

How we grow our minds Nourish Global Food Tour

2010 | Singapore | Sri Lanka | Morocco | Prague | Italy | France | New York

Each year we head off around the world to experience first hand what’s happening in food and beverage. This year we came back with 5 key insights, we use these to help our clients develop ideas that will be on trend.

1. The Community of Food 2. Twist on the familiar 3. Once upon a time 4. Be my guest 5. ‘Friends’ as guiding lights

3 things we do really well

Create

new product

ideas

Create

new brands or

reposition

existing ones

Create

marketing

campaigns

Increased sales by 60% and built the brand with a magazine campaign

Available for your convenience at Woolworths, Safeway and selected independent stores.

It’s a magical story. First, I gather my favourite loose leaf tea, grown in the remote Jiangxi

province. Th en, in the cool of evening, I fold in thousands of delicate jasmine buds. And wait.

Overnight, an exquisite transformation occurs. Th e dry tea coaxes the moist buds open,

releasing their heavenly fragrance. Miraculous. Experience it for yourself brewed to aromatic perfection in my unique silken‘infuser pods’.

Visit me at madamefl avour.com for more.

Available for your convenience at Woolworable for your convenience at Woolw

MY GREEN TEA

HAS A SPRINKLE

OF FAIRY DUST.

Available for your convenience at Woolworths, Safeway and selected independent stores.

Available for your convenience at Woolwor

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CHAISO SULTRY,

IT EVENWEARS SILK.

I prefer to slip my spicy chai into something

a litt le sexier than just any old paper tea bag.

Th is sensual blend deserves my silken

‘infuser pod’where the cinnamon, cardamom,

fennel, ginger, plus a daring dash of Gippsland

Mountain Pepper leaf can intermingle and release

their heady scent. It’s the perfect warming cup

for any time of the day. So if you like Chai tea you

will love my Sultry Chai. For more of my range,

visit madamefl avour.com.au.

Available in selected Safeway, Woolworths and Independent supermarkets from August.

Available in selected Safeway Woolworths and Independent supermarkets from

vailable in selected Safeway, Woolworth

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I’VE MARRIEDWHITE TEAAND ROSE.

HOW ROMANTIC.

I ’ve paired rare Peony White tea with a scatt ering of rose petals to create my exquisitely

fragrant new blend. Th e scent is subtle, the fl avour just a hint sweeter, the health-giving

antioxidants extraordinarily rich. One bud and two leaves are hand-picked, then ever so

gently dried in the mountain sun before being lovingly united in my unique silken ‘infuser pods’.Ah, the perfect match of delicacy and pure luxury.

Visit me at madamefl avour.com for stockist details.

MOST TEAS

COME IN A BAG.

I PREFER

A SILK PURSE.

Paper? Never. I choose to accessorise with my unique silken ‘infuser pods’.

Not only gorgeous, they are designed to release the full fl avour and aroma of my

longer leaf blends, all hand-picked from my favourite boutique estates.

Why fuss with a pot when you can enjoy a pod? Try new White with Rose,

available in August. Subtle and romantic, it’s the perfect match of delicacy

and pure luxury. For more about my range, visit madamefl avour.com today.

Find me in Woolworths, Safeway and selected Independent stores.

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New White wwwithhh R R Rose.Available iiin Augususst.t.t

Available for your convenience at Woolworths, Safeway and selected independent stores.

Available for your convenience at Woolwortthil bl f i t W l t

F A NC Y A POD

OF TE A?

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When the pot is just too much fuss, try my unique infuser pods. Unlike ordinary bags,

these delicate silky pouches allow room for the longer loose leaves to unfurl and release their

distinctive fl avour and aroma. Never one to sett le for the usual, I’ve also made Earl Grey a litt le more colourful with a dash of homegrown

Lemon Myrtle. Really, he’s a new man. Visit madamefl avour.com and discover my

intriguing Chai and Green Tea blends.

Through a one day workshop we work with you to develop your brand strategy.

In some cases there isn’t enough information within the business to develop the right insights for a robust strategy to be developed. We work with you to research your market and seek out the answers we need.

Once the brand strategy is agreed, it becomes the foundation for all activities and delivers consistency.

A straight forward approach to developing your brand strategy

What we stand for —

How it feels to use the product & what we communicate —

The product components —

How we act —

Brand Essence

Product Benefit

Consumer Benefit

Emotional Benefit

Product Attributes

Values Personality

Communication comes in many forms, it might be a TVC, a consumer promotion, packaging or even a hot air balloon.

We look to answer 4 questions to inform the creative brief.

If we get the answers to these questions right, the campaign is going to deliver growth for your business.

Creating marketing communication campaigns

Who dowe want

to talk to?

What dowe want

them to do?

What willinspire them

to do it?

Where do we needto be active toachieve this?

There is no fool proof way to develop new product ideas and to take them to market.Using a disciplined, yet not a drawn out process increases your chances for success.

5 step product development process

The way we create new product ideas

Set your Innovation Compass

1 2Generate

Ideas

3Develop a Product

Proposition

4RealityCheck

5Refine &Launch

“Maria Crews worked with me personally on the Don brand in her role as Group Account Director for George Patterson Y&R. So highly did I regard her contribution that I insisted that she play an ongoing advice role for Don after she left the agency.

Maria is a confident and articulate thinker with the ability to actively link consumer insight and brand development. I found her an invaluable strategic resource with a deep insight on brand strategy and the various elements of the marketing mix. She was personally instrumental in leading and developing the new Don brand molecule and played a pivotal role throughout our strategic planning process.

On a personal level, I regard Maria as one of the most hard working and talented people that I have had the pleasure of working with and would have absolutely no hesitation in recommending her to anybody who had need of her expertise.”

Sean Hallahan, Marketing Director, DON KRC a Division of George Weston Foods

“Maria has the rare ability to channel her considerable strategic talent into a tailored solution for any business. She is a great listener and takes the time to fully understand the unique characteristics of the issue. This approach consistently leads to a high quality outcome with the minimum of effort on both sides.

Maria is also incredibly versatile in that she operates just as well with blue sky ideas, innovation, and big picture strategy as she does with micro detail required for project delivery. She adds great value at all levels, and she is not afraid of hard work and can always be trusted to deliver any job on time on budget.”

Phil Bowden, Marketing Manager, Old el Paso

What clients say about us

A little bit about Maria

Maria Crews, Director

With a career spanning fifteen years consulting to many of Australia’s most famous brands Maria is an expert in marketing and communications. If you can read it, eat it, drink it, fly in it or watch it, she has probably worked on it!

Spending most of her career with George Patterson, one of Australia’s oldest advertising agencies Maria has now establisher her own agency.

Her passion is for understanding a client’s business and turning this into marketing strategies that drive a result for her clients. This has led to many of her strategies and campaigns adding millions of dollars to the bottom line of her client’s business.

Maria has won AMI awards for best brand campaign for Arnott’s Shapes and best new product launch for Kettle Sensations. In addition BRW magazine listed Kettle Sweet Potato as one of their hit new products. She has also spoken at both national and international marketing conferences.

Maria has a Bachelor of Business, an MBA and is currently undertaking a Doctorate of Business in the area of Innovation. Maria has worked with the following clients: Optus Vision — launching Pay TV in Australia, Fosters Australia, Ansett Australia & Ansett International — crisis management of the 747 Fleet grounding, Myer Grace Bros, Woman’s Day, Arnott’s Snackfoods & Arnott’s Biscuits, State Library of NSW, Starlight Foundation, General Mills — Patak’s, Old el Paso, Betty Crocker & Latina Pasta, Don Smallgoods, City of Melbourne, Melbourne Racing Club, Allanah and Madeline Foundation, Sportsco, National Foods, Tetley Tea, Melway, Anglicare, Sony BMG, Austereo — MMM & Today, State Government of Victoria — Department of Education, National Gallery of Victoria, Tetley Tea and Madame Flavour, Snowy Mountain Water.

A little bit about Nicholas

Nicholas Burgess, Director

Nicholas brings a hospitality perspective to Nourish with over 20 years experience running some of Melbourne’s iconic restaurants, bars and venues.

Including Pearl (leading the team that helped gained Pearl it’s two hat status), Etihad Stadium / Corporate and most recently establishing the new The Sandringham Yacht Club, (where Nicholas is currently under contract), with a fine dining restaurant, members bar, 300 seat function room and an intensive major events calendar.

Nicholas knows the industry from the owners side too, having created his first restaurant at age 21 ‘Sweet Jamaique’ in Richmond and followed up several years later with the still hip Blue Bar in Chapel Street.

A sample of our creative team

Mark Summerville, Producer

With over 25 years of shooting around the world, working across TVCs and Print, Mark has produced almost anything you can name.

Mark Summerville spent 18 years as the Head of TV & Print at Leo Burnett Hong Kong, Tokyo and Sydney. He also spent 4 years at George Paterson Sydney as Head of TV working across many famous Australian Brands. Mark now runs his own consultancy for TVC, Print and Digital production and has worked for many top agency throughout Australia.

As a Producer the word “impossible” is not something he is familiar with, wrap this up with excellent budget control and anything is possible.

Mel Coenen-Eyre, Writer

Mel is an award-winning senior copywriter who loves building and sustaining brands.

She began her career as a high school drama teacher, but soon jumped ship to the world of advertising where she felt she could shape minds in a different way! Over the years, she has worked on some of our most celebrated and iconic brands, including Arnott’s Tim Tam, Vita Weat and Mint Slice, Lovable lingerie, Olay moisturiser, Old El Paso, McDonald’s, Volkswagen, Toyota, Hyundai, Westfield and BIG W.

She has worked at some of Australia’s powerhouse agencies including George Patterson, DDB, Saatchi & Saatchi and Lowe Sydney. Her work has been recognised internationally by Cannes with 2 Silver Lions and many finalists, as well as the One Show and Clio Festivals, and locally at AWARD.

A little bit about our food, social media & PR team

Ed Charles, Journalist and Food Blogger

Ed Charles, is a Melbourne-based freelance journalist and is prolific in the social media space.

In 2005 he started the Tomato blog, which has now become one of the top 10 food blogs in Australia and one of the best read and most influential in Melbourne.

Ed splits his time writing about business and food and drink for a mix of daily newspaper sections, magazines and websites.

Ed is an expert at guiding organisations through the social media minefield and developing practical plans that work in this unruly world where the crowd can be unpre-dictable.

Jim Lee, Photographer to the stars

For over 20 years Australia’s elite have turned to Jim Lee to capture the special moments at their social and corporate events.

Specialising in celebrity events, Jim knows the who’s who better than anyone in Australia.

Often the official photographer for many of Melbourne’s most iconic events Jim can be relied upon to capture those magic moments in a way that will be relevant for the editorial teams of Australia’s leading lifestyle media.

Angela Ceberano, Publicist

For the last 8 years Angela has been the National Publicity Manager for Sony Music.

Working directly with talent and every majormedia outlet in Australia Angela knows who to pitch a story to, how to pitch it and then make sure it runs.

Angela also specialises in image management and media training, so she will make sure you look the part and stay on message when engaging with the media.

Want to know more about how we can help you grow your business?

Maria Crews, Director, Nourish Brandsemail: maria@nourishbrands.comTwitter: @mariacrewsmobile: 0411 237 216