Case Studies
The proof is in the pudding pitch
Turning Up the Heat, Not the Pressure: Betty's Madman Burger
In partnership with Free Studio
How do you earn attention for a new product when "new" isn't enough anymore? For Betty's Burgers' Madman (1.6 million Scoville units of Carolina Reaper, waiver included), the obvious play was the dare. But we went the other way.
We commissioned research via Ideally and found that over a quarter of Australians have avoided experiences designed to "prove something," but still want a challenge when it feels social and fun. So we made the Madman something to share: mates at the table, milk on standby, cooling cucumbers, and full permission to tap out.
We saw:
● Hosts taking on the challenge on the TODAY Show, broadcast across 27 markets nationally
● Features across news.com.au, Nine.com.au, Yahoo, Concrete Playground and News Corp mastheads nationwide
● 99% positive sentiment, with a spokesperson in 86% of coverage and a call to action in 91%
● Headlines ran with "the challenge where quitting is encouraged," which is proof the insight didn't just shape the campaign - it shaped the story
When Pizza Takes Off (Literally)
To help Bubba Pizza spark some noise over summer, I led the campaign for one of their most bizarre creations yet: the Ham & Orange Pizza. Yes, orange. Not pineapple. Rooted in the age-old "fruit on pizza" debate, the campaign was bold, deliberately absurd and designed to provoke.
It got people talking, so much so that a group of Brisbane mates booked flights to Melbourne just to try it (legit!), only to find it sold out. So we flipped the flight path. I personally flew half-cooked pizzas 1,700km to Brisbane, fired them up in a local oven and delivered them by hand. Was it over the top? Absolutely. But that's what turns a good story into a legendary one.
We saw:
● Segments on The Project and Sunrise, plus talkback across ABC and 3AW
● A second life four months after launch, when a Reddit post of the in-store poster sparked a global media frenzy
● Three separate news.com.au stories in four months
● A creator collab that hit 2.5 million views and 16,000 shares
● A 9% sales spike at launch which was the highest sales week of the year
● A win at the QSR Media Awards, all with zero media spend
“Lucy’s proactive, pragmatic and isn't afraid to challenge our thinking”
- Scott Lindsay - Chief Marketing Officer, BDC Partners / Bubba Pizza
The Water Bill Worth Bragging About: Yo-Chi's Bottle Battle
In partnership with Snack Drawer
Yo-Chi made a bold call: remove bottled water from all 70 venues and give it away free instead, walking away from an estimated $10 million in bottled water sales. The campaign turned that lost revenue into a challenge for customers: help make Yo-Chi's "water bill" as big as possible.
My role was to take the story beyond the venues. I positioned Yo-Chi as a brand willing to challenge its own industry, with co-owner Oliver Allis front and centre in a sharper conversation about single-use plastic in hospitality. The coverage reached lifestyle, business, environmental and government audiences, and put the rest of the category on notice.
We saw:
● An opinion piece by Oliver in The Canberra Times, online and in print, which is rare territory for a QSR brand
● Two Yahoo stories, one by the environmental editor, including a piece daring big QSR players to follow Yo-Chi's lead
● Coverage across SmartCompany, Concrete Playground and The Carousel
● 50,612 offer redemptions that brought 101,000+ customers with reusable bottles in-store
"This is one of the best PR efforts we’ve ever had for a campaign. We’ve always struggled to get our Enviro messages out there especially so to see this uptake already is amazing. Thank you so much Lucy for your hustle"
- Naomi Ryan, Head of Marketing, Yo-Chi
More Than a Celebrity Headline: Hugh Jackman Joins Humanitix
When Humanitix brought me in to announce Hugh Jackman as their first-ever Head of Impact, the job was making sure it landed as more than a celebrity headline.
Humanitix is an Aussie-founded ticketing platform that directs 100% of its profits to charity. It's a genuinely different model, with real scale and a proposition that stacks up commercially. And Hugh wasn't just lending his name: he was stepping into a hands-on role, working directly with the founders on scaling the business globally.
We positioned it exactly that way: genuine, considered and credible. That's what let the story travel across business, entertainment and mainstream media, well beyond the celebrity pages.
We saw:
● International pickup in the New York Post
● A run of top-tier interviews across News Corp and Nine
● Coverage across SmartCompany, Yahoo, Concrete Playground and more
“For a small team with no prior TV experience, having that level of guidance and trust in the process made all the difference”
- Joshua Ross, CEO and Founder, Humanitix
Taking Mushrooms to Space with SpaceX and FOODiQ
I led the international PR campaign for Mission MushVroom, FOODiQ Global's world-first experiment growing oyster mushrooms in microgravity. It flew aboard SpaceX's Fram2 mission, the first human spaceflight over Earth's polar regions, to test whether mushrooms could become sustainable, nutritious food for long-term space exploration.
The challenge was turning complex science into something people everywhere wanted to talk about. We kept the story simple, visual and a little bit fun (mushrooms, in space), while giving FOODiQ the credibility of a genuine scientific milestone.
We saw:
● Headlines across CNN, Fox News, NPR, ABC, The Guardian and Business Insider
● Pick up by every major national TV news bulletin and every AM radio station in Australia
● 100% positive sentiment, cementing FOODiQ as a pioneer in food innovation
“Lucy ensured that we not only got the media, but landed coverage across continents”
- Dr. Flavia Fayet-Moore, CEO, FOODiQ
Taking On Sexism in Women's Sport: The Wedge-Tailed Eagles' Fight to Play
After ongoing mistreatment and sexism, the players of the Kyneton Women's Football Team left their club to start their own (now known as the Wedge-Tailed Eagles). What followed was months of league rejections, appeals and governance decisions they had no part in. A group of women who simply wanted to play footy were locked out of the game.
I came on board to help them fight back publicly. We launched a petition calling on the AFL to intervene, then built media momentum around it, turning a local dispute into a national conversation about fairness and accountability in women's sport.
We saw:
● Coverage across the ABC, The Age, Herald Sun, Mamamia and Cheek Media
● A Current Affair picking up the story
● A meeting with senior AFL executives
● Approval to play in a new league for the 2026 season
● Now known as the Wedge-Tailed Eagles, they ran out for their first game, and took home their first win!
“Lucy is a big reason why we are now able to play football in our own right”
- Natalie Korinfsky, President, Wedge-Tailed Eagles Football Club
What Our Clients Say:
Scott Lindsay - Chief Marketing Officer, BDC Partners / Bubba Pizza
"Lucy has been a trusted strategic communications partner to our business for several years, providing ongoing PR advice and strategic counsel across everything from brand campaigns to complex and crisis communications.
What sets Lucy apart is how quickly she embeds herself in the business. She takes the time to genuinely understand our priorities and brings a strong commercial lens to her advice. In a franchise environment, where you're balancing the brand, franchise partners and broader business priorities, that's incredibly valuable.
She's proactive, pragmatic and isn't afraid to challenge our thinking. If you're looking for a strategic communications partner who knows how to earn attention, build credibility and help your business stand out, I wouldn't hesitate to recommend Lucy."
Tom King - Marketing Manager, Club 4x4
"Working with Lucy was great - she went far beyond day-to-day PR management, offering creative advice, problem solved solutions and worked hands-on with us from start to finish.
Our project required a quick timeline and turnaround - Lucy was the agile support we needed to turn an earned media campaign around fast while maintaining great quality work and meeting targets.
Working with Lucy was like working with someone already part of the team, she offered great personal experience, suggestions, pitfalls to avoid and creative ideas to ensure that our campaign was a great success and a genuine team effort.
We really appreciated Lucy's professionalism, but also her honesty when generating ideas. She's not just a yes-man nodding along with everything said, she offers genuine feedback and often pushback that you don't always see with other agencies."
Natalie Korinfsky, President, Wedge-Tailed Eagles Football Club (Formerly Kyneton Women’s)
"Lucy came on board to support us during one of the most difficult periods in our history as we fought for the right to play football as an independent club. She is a big reason why we are now able to play football in our own right as the Wedge-Tailed Eagles.
She helped us with media, PR and strategy, but more than that, she was a calm and considered voice whenever a new challenge came our way. She always took the time to think things through, gave honest advice, and helped us respond in a way that allowed us to move forward with integrity while keeping our message clear.
Lucy is professional, thoughtful and incredibly good at what she does. If you're trying to campaign for change, navigate a difficult situation or build your brand, I wouldn't hesitate to recommend her."
Dr. Flavia Fayet-Moore, CEO, FOODiQ
"We engaged Lucy to lead a campaign around one our most 'out of this world' projects, literally. We sent mushrooms to space on the Fram2 mission, launched by SpaceX, and Lucy ensured that we not only got the media, but landed coverage across continents, with a reach of 1.5 billion.
She was a pleasure to work with, and that kind of engagement and campaign can't be possible without flexibility in the way we work. Lucy was able to work with me as the spokesperson for the campaign at short notice, kept me informed along the way and had an amazing instinct to help drive the story that would land with our audience.
I highly recommended Lucy if you're wanting someone that will bring the impact you're after while being super easy to work with!"