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
What are we good at?
Consumer brand growth
Helping 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 growth
We 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
Our business exists to help you grow yours
It’s that simple Working with us
We help you drive growth by developing ideas, You won’t find us in a big office with people sitting
it might be a new product idea, a brand idea or a around waiting to be allocated a client’s job. This is
marketing idea. 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
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.
Business strategy Culture Brand Design Publicity and PR
Brand strategy Identity Packaging Design Entertainment experts
New product development Organisational Design Structural Design
AdNews 2009 Experiental B&T 2009 Experiental 2009 Cool Company
agency of the year agency of the year Awards, Top 50 Coolest
Sampling Experiential environments BRW 2010 Fast Starters
Events Trade shows Qualitative research
Promotions Quantitative research
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
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
new brands or
new product marketing
Increased sales by 60% and built the brand with a magazine campaign
M OST TEAS
COME IN A BAG.
C HAI M Y GREEN TEA I ’VE MARRIED
I PREFER F A NC Y A
HAS A SPRINKLE WHITE TEA
A SILK PURSE. POD
OF FAIRY DUST.
I prefer to slip my spicy chai into something It’s a magical story. First, I gather my favourite When the pot is just too much fuss, try my
loose leaf tea, grown in the remote Jiangxi I’ve paired rare Peony White tea with a unique infuser pods. Unlike ordinary bags,
a little sexier than just any old paper tea bag.
scattering of rose petals to create my exquisitely these delicate silky pouches allow room for the
This sensual blend deserves my silken
province. Then, in the cool of evening, I fold in
fragrant new blend. The scent is subtle,
Paper? Never. I choose to accessorise with my unique silken ‘infuser pods’. longer loose leaves to unfurl and release their
thousands of delicate jasmine buds. And wait.
‘infuser pod’where the cinnamon, cardamom, Not only gorgeous, they are designed to release the full flavour and aroma of my
Overnight, an exquisite transformation occurs. the flavour just a hint sweeter, the health-giving distinctive flavour and aroma. Never one to settle
fennel, ginger, plus a daring dash of Gippsland antioxidants extraordinarily rich. One bud for the usual, I’ve also made Earl Grey a little
The dry tea coaxes the moist buds open, longer leaf blends, all hand-picked from my favourite boutique estates.
Mountain Pepper leaf can intermingle and release and two leaves are hand-picked, then ever so more colourful with a dash of homegrown
releasing their heavenly fragrance. Miraculous.
their heady scent. It’s the perfect warming cup gently dried in the mountain sun before being Why fuss with a pot when you can enjoy a pod? Try new White with Rose, Lemon Myrtle. Really, he’s a new man.
Experience it for yourself brewed to aromatic
for any time of the day. So if you like Chai tea you lovingly united in my unique silken ‘infuser pods’. available in August. Subtle and romantic, it’s the perfect match of delicacy Visit madameflavour.com and discover my
perfection in my unique silken‘infuser pods’.
will love my Sultry Chai. For more of my range, Ah, the perfect match of delicacy and pure luxury. intriguing Chai and Green Tea blends.
Visit me at madameflavour.com for more. and pure luxury. For more about my range, visit madameflavour.com today.
visit madameflavour.com.au. Visit me at madameflavour.com for stockist details.
Find me in Woolworths, Safeway and selected Independent stores.
New White with R
Available for your convenience at Woolworths,
Woolwor Available in selected Safeway, Woolworth
vailable Safeway Woolworths Available in August.
Available for your convenience at Woolworths,
Woolw MF 014 Available f your convenience at W l th
il bl for i t Woolworths,
Safeway and selected independent stores. and Independent supermarkets from August.
Safeway and selected independent stores. Safeway and selected independent stores.
A straight forward approach to developing your brand strategy
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
What we stand for —
How it feels to use the product Product Consumer Emotional
& what we communicate —
Benefit Benefit Benefit
The product components — Product Attributes
How we act — Values Personality
Creating marketing communication campaigns
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
Who do What do What will Where do we need
we want we want inspire them to be active to
to talk to? them to do? to do it? achieve this?
The way we create new product ideas
1 2 3 4 5
Set your Generate Develop a Reality Refine &
Innovation Ideas Product Check Launch
5 step product development process
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.
What clients say about us
“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
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
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
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
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
Mel Coenen-Eyre, Writer Mark Summerville, Producer
Mel is an award-winning senior copywriter who loves With over 25 years of shooting around the world,
building and sustaining brands. working across TVCs and Print, Mark has produced
almost anything you can name.
She began her career as a high school drama teacher, but
soon jumped ship to the world of advertising where she Mark Summerville spent 18 years as the Head of TV &
felt she could shape minds in a different way! Over the Print at Leo Burnett Hong Kong, Tokyo and Sydney. He
years, she has worked on some of our most celebrated also spent 4 years at George Paterson Sydney as Head
and iconic brands, including Arnott’s Tim Tam, Vita Weat of TV working across many famous Australian Brands.
and Mint Slice, Lovable lingerie, Olay moisturiser, Mark now runs his own consultancy for TVC, Print and
Old El Paso, McDonald’s, Volkswagen, Toyota, Hyundai, Digital production and has worked for many top agency
Westfield and BIG W. throughout Australia.
She has worked at some of Australia’s powerhouse As a Producer the word “impossible” is not
agencies including George Patterson, DDB, Saatchi & something he is familiar with, wrap this up with excellent
Saatchi and Lowe Sydney. Her work has been recognised budget control and anything is possible.
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 Jim Lee, Photographer to the stars Angela Ceberano, Publicist
Ed Charles, is a Melbourne-based freelance For over 20 years Australia’s elite have turned to For the last 8 years Angela has been the
journalist and is prolific in the social media Jim Lee to capture the special moments at their National Publicity Manager for Sony Music.
space. social and corporate events.
Working directly with talent and every major
In 2005 he started the Tomato blog, which has Specialising in celebrity events, Jim knows the media outlet in Australia Angela knows who to
now become one of the top 10 food blogs in who’s who better than anyone in Australia. pitch a story to, how to pitch it and then make
Australia and one of the best read and most sure it runs.
influential in Melbourne. Often the official photographer for many of
Melbourne’s most iconic events Jim can be relied Angela also specialises in image management
Ed splits his time writing about business and upon to capture those magic moments in a way and media training, so she will make sure you
food and drink for a mix of daily newspaper that will be relevant for the editorial teams of look the part and stay on message when
sections, magazines and websites. Australia’s leading lifestyle media. engaging with the media.
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-
Want to know more about how we can help you grow your business?
Maria Crews, Director, Nourish Brands
mobile: 0411 237 216