Redefining & Rebuilding a Disruptor Brand to Expand in APAC

CHALLENGE

All G Foods, an Australian-based food tech pioneer, is at the forefront of precision fermentation and the development of cultured dairy products. With its Innovation Centre and Bio-Foundry in Sydney, the company is breaking scientific ground and redefining the possibilities of sustainable nutrition. Yet despite its bold ambitions, the company faced a major hurdle: its breakthrough work had yet to be commercialized outside the lab. To attract the partners, investors, and early adopters needed to scale across APAC, All G Foods needed more than scientific credibility—it needed a compelling story that cut through, built authority, and positioned it as the category leader in an emerging, highly competitive space.

SOLUTION

TMA stepped in to rebuild All G Foods’ brand narrative from the ground up, creating a platform for visibility and influence:

• Deep Market Research: Conducted an in-depth analysis of the food tech and cultured dairy landscape across APAC to identify untapped whitespace and positioning opportunities that competitors had overlooked.

• Rearticulating the “Why”: Refined All G Foods’ brand purpose and messaging architecture, ensuring that the company’s mission, ambition, and scientific breakthroughs were expressed with clarity and authority.

• Narrative Development: Crafted a refreshed communications framework that balanced technical innovation with commercial potential, aligning investor expectations and consumer curiosity.

• Targeted Media Push: Deployed the new narrative to regional and trade media through strategic outreach, building momentum and securing credibility despite the lack of a commercial product in market.

RESULTS

• High-Impact Media Coverage: Produced over 400 clippings in just four months through a mix of earned, paid, and newswire distribution, significantly boosting visibility across the region.

• Prestigious Media Wins: Secured strong relationships and coverage with leading outlets including Deal Street Asia, The Straits Times, and The Business Times, a major accomplishment given the absence of commercialization in the Singaporean market.

• Category Leadership Established: All G Foods is now positioned as a serious APAC disruptor in cultured dairy, with a sharpened narrative that resonates across investors, partners, and media stakeholders.

• Foundation for Future Growth: The storytelling groundwork laid by TMA ensures that when All G Foods commercializes, its brand equity and reputation will already be firmly established across the region.