- THE DEAL

It was during a lunchtime walk in Melbourne that colleagues Aniyo Rahebi and Catherine Hutchins passed by several such eyesores and decided to combat the piles of waste. A few months later they arrived at an idea: a takeaway cup that can be eaten. After about 100 trial recipes, the finished product was a plastic-free, vegan waffle takeaway cup made from high-quality natural ingredients including a bran blend (rye, wheat, oat), sugar, coconut oil and salt, all free from artificial preservatives.

In May 2023, Tracado was appointed to assist Good-Edi with a PR campaign to promote its pop-up shop and second birthday party at Into Coffee in Collingwood.

- THE YAKKA

As part of the scope of work, Tracado developed a media release on the pop-up store and party - which included a quote from the founders and background information on the brand's history- developed a list of 80+ local food, drink, and sustainability journalists to send the media alert to, conducted two rounds of follow-ups with information on speakers and a reminder of the event, developed a list of 50 influencers and 50 journalists in Victoria and invited them to the party, assisted with photography to share with the media and assisted with media requests and crafted interview answers.

The event was featured in Urban List, SmartCompany, Geelong Advertiser, Secret Melbourne, and more.

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