Adoni Media: The best PR Agency we’ve ever worked with

Adoni Media became the PR partner for Cheese Therapy, a fast-growing eCommerce food retailer, in 2020 after our team was highly recommended to Co-Founder Sam Penny.

Sam and fellow Co-Founder, Helen Shadforth, engaged the Adoni team on several projects over the years to improve the company’s profile and gain greater exposure.

Adoni worked on a number of successful PR campaigns – both proactive and reactive – which helped position Cheese Therapy as an authoritative voice in the media for food producers and small businesses in rural and regional Australia.

It led to Sam describing Adoni Media as: “The best PR Agency we have ever worked with. Excellent professionalism and business driver understanding.”

Influencing change

One of the most significant PR campaigns we undertook for Sam and Cheese Therapy was a national media campaign to convince Australia Post not to go ahead with its plan to ban perishable goods being sent in the mail. The ban threatened Cheese Therapy’s ability to send their cheese hampers to customers throughout Australia, particularly in remote, rural, and regional areas.

It would also have impacted dozens of small cheesemakers and other small business operators supported by Cheese Therapy.

In a client review for Clutch, Sam Penny wrote: “I have engaged Adoni Media on several projects to improve our profile and gain greater exposure. One such project was when Australia Post was planning to stop the carriage of perishable goods through their network. This would have been devastating for thousands of producers and small businesses around the country who rely on Australia Post to send their products through the mail.

“We engaged Adoni to gain high level national exposure to the issue which resulted in direct conversations with the acting CEO of Australia Post and management team.

“Adoni generated more than 160 national news articles which resulted in Australia Post overturning their perishable goods ban. The team deeply understood the client’s core values and mission and went above and beyond to achieve their goals,” he said.

Raising awareness about Cheese Therapy

At the start of the COVID pandemic in Australia in 2020, regional cheesemakers struggled as tourists and visitors disappeared overnight due to nationwide lockdowns. In this environment, Cheese Therapy experienced rapid expansion as its online retail space became the sales outlet and its founders became the voice for small business operators.

Cheese Therapy began in 2015 and since then has seen tremendous support from the Australian media as well as consumers.

“We engaged Adoni Media to gain media exposure of the work we were doing to promote small regional producers and the many challenges that they face. The extensive and prolonged media coverage that Adoni was able to achieve propelled our company, highlighted regional struggles, and gave a collective voice to producers to fight battles where needed,” Mr Penny said.

Adoni came highly recommended

“Adoni Media came highly recommended. I have worked with several PR agencies in the past so knew that I was after a highly passionate team who would take action.

“They have extensive contacts in the media industry and have built a great reputation of providing the media with strong stories.

“They just get the job done. They deeply understood our core values and mission and were always able to align their media conversations with what we stood for,” Mr Penny said.

“The most impressive part about working with Adoni is their ability to understand who we are as a company and that they were invested in our plight as if they were an integral part of our management team. Their passion for what we stood for came through in every communication we had with them.

“I really appreciate everything that they have done for us. Without them, we would not be the company we are today.”

Thank you Sam, we’ve loved supporting you throughout your journey and are so proud of what you’ve achieved.

If you have a story to tell and would like to find out how we can help you achieve your communication goals, contact us.