Utilities & InfrastructureLead GenerationPaid MediaSEO & AIOContent StrategyCampaign Strategy Social Media

Origin LPG

An event strategy for the Poultry Exhibition, built on market research rather than booth theatre, that gave Origin LPG a reason for farmers to stop and talk.

ClientOrigin Energy

SectorUtilities & Infrastructure

EngagementACCESS

CapabilitiesLead Generation · Paid Media · SEO & AIO · Content Strategy · Campaign Strategy · Social Media

The Challenge

A crowded floor, one reason to stop

Origin LPG supplies reliable, efficient energy to businesses nationwide, with the agricultural sector among its most important. It came to us as its external marketing partner to build its presence at the Poultry Exhibition (PIX). Origin LPG was familiar territory, following a number of campaigns and event projects together over the years. The job at PIX was to draw quality attention to the booth and build trust with new and existing customers, which meant giving farmers a reason to engage with the sales team, not simply a stand.

A trade floor where every energy supplier makes broadly the same claim.

Expertise in the agricultural sector wasn't obvious to farmers walking past.

Booth attention had to convert into real conversations with the sales team.

What We Did

Messaging, grounded in research

A reason to stop and talk

Curated for farmers, not for the industry. We ran targeted market research to build messaging written specifically for PIX, showing Origin LPG's expertise in the agricultural sector and what that is actually worth to farmers Australia-wide. The premium positioning had to be demonstrated on the floor, not asserted in a headline.