Launch Marketing Council Episode 2: Launching consumer packaged goods

Welcome to the second episode of Launch Marketing Council’s new series exploring how Australian brands tackle launch marketing.

In this instalment, we continue our deep dive into real-life launch marketing approaches by focusing in on the consumer packaged goods space. And to do that, we’re joined by two hard-hitting marketing leaders in Australia’s consumer packaging goods category: Andrew May, chief growth officer for V2 Foods, and Pedro Demartini, general manager sales and marketing, PDP Foods / Wicked Sister.

The Launch Marketing Council is an initiative supported by independent agency, Five by Five. 

Episode 2: Key markers

2.16 – Panellists share their best and worst career examples of marketing launches

6.55 – The v2 brand proposition and building a new sustainable food system

10.55 – Adopting a pioneering and non-conformist approach to launch marketing

15.45 – How PDP is building the chilled desserts category with consumers and retailers

18.19 – Balancing research, intuition, communication and speed to market in new product development

21.44 – The power of retailers in new category and product launch success

28.40 – Innovation strategies and where the launch journey starts

31.13 – The rise of discovery brands, localisation and their impact on consumer choice

34.20 – Seeding launches through direct-to-consumer engagement and social media

37.55 – How packaging and sustainability demands help as well as hinders launching

44.08 – Horizons for measuring the success of launches short and long-term

About our speakers:

Pedro Demartini is a strategic and commercial marketer with over 20 years of experience in launching and managing global and local brands. During his career, Pedro has led and implemented full-cycle integrated consumer marketing campaigns in key industries for brand including KFC, Dove, Lipton Tea, Flora, Vaseline, Wicked Sister and Tefal.

At PDP Foods, owner of the Wicked Sister boutique dessert brand, Pedro oversees both sales and marketing functions.

Andrew May is the chief growth officer at v2food, a new innovative Australian company that develops and manufactures plant-based proteins with a mission to feed the planet in a way that takes care of the planet.

Starting his working life in the retail stores of Darrell Lea Chocolates, Andrew went on to work in the Darrell Lea marketing team before gaining further experience across local and global brands across Oceania. He then took on a category development and strategy role within PepsiCo Asia, working with diverse teams to build categories and launch brands throughout the Asia-Pacific region.

Andrew’s current challenge is leading the growth agenda to take v2 from an Australian startup to a global household name through a rapid growth period for the business and category.  

Matt Lawton is a graduate of Melbourne Business School and managing director of Five by Five - a global independent agency that specialises in launching things. Australian clients include Volt bank, Patron Tequila, Red Bull, Lenovo, Crescent Tools and a host of innovative startups.