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food pr case study


  • Sydney Harbour Tall Ships

Lake Crystal



Lake Crystal is dedicated to sourcing and developing over the finest, pure and natural food products. Its flagship product, Lake Crystal Natural Lake Salt is harvested from a natural salt lake situated in a pristine ecological environment in the remote desert regions of Western Australia. Lake Crystal has also recently launched Pink Lake Nigari (Magnesium Oil) – an essential ingredient for making tofu.



The Brief

  • Increase awareness of Lake Crystal Salt
  • Launch Lake Crystal Pink Lake Nigari and Tofu making kits through the media
  • Encourage sales of Lake Crystal products


Our Success

WordStorm worked with Lake Crystal to assist with the launch of Pink Lake Nigari and its Lake Crystal Tofu Making Kits. A huge success, the products were exposed to over 9.1 million readers and viewers across Australia. In addition, WordStorm coordinated sampling opportunities to help expose Lake Crystal to key target audiences.


Media Coverage

The Lake Crystal products were featured in a range of publications including Take 5, Good Health, Slimming & Health, The Courier Mail, The Sydney Morning Herald – Good Living, The West Australian – Fresh, The Sunday Telegraph and Australian Natural Health.



“Dear Monica,


I have just received the detailed report on the PR campaign WordStorm has just completed for Lake Crystal's natural lake salt and Pink Lake Nigari products. May I congratulate you and your team, especially Catherine Guyder, for a job very well done.


It is true to say that my expectations have been exceeded in many ways. I was particularly concerned about how WordStorm would be able to understand our products sufficiently so that they would be able to produce accurate and interesting media copy - I need not have worried.


The number of articles and other coverage WordStorm was able to gain for both the natural lake salt and Pink Lake Nigari was very impressive, especially as the respective media "mail outs" were so close to each other. Particularly pleasing were the number of quality publications nationally, all with large circulations, that were prominent.


Once again, well done WordStorm, I shall have no doubts about using your services again in the future.”

Shaun A. O'Toole, Managing Director





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