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UPG and Thrive Join Forces

Thrive has been appointed as the retained agency for celebrated restaurant group, Urban Purveyor Group. Responsible for national strategy, corporate relations and media execution across the 17 venues in NSW and VIC, Thrive PR + Communications will be managing the PR across more than eight brands including Saké Restaurant and Bar, Ananas Bar and Brasserie, The Argyle, The Cut Bar & Grill, Swine & Co, Löwenbräu Keller, Bavarian Bier Cafes, recently opened Munich Brauhaus in Melbourne, and soon to be opened Saké Restaurant and Bar Double Bay.

As Urban Purveyor Group continues to expand and focus on its culinary direction and credentials the need for an integrated PR approach was identified. The extensive brief includes implementing communications strategies across traditional and digital media, managing and creating VIP programs, launching new venues and driving all corporate communications. At the heart of the PR program is a focus on the Urban Purveyor Group brand, as it positions itself as the second largest restaurant group in the country with its stable of renowned chefs and iconic venues.

On the appointment, Urban Purveyor Group’s Director of Marketing, Daniel Hopkirk, commented “We required a PR agency across Melbourne and Sydney who were dynamic, experienced in restaurants and hospitality, and were ultimately consumer-focused. Thrive PR + Communications won the business after a competitive pitch process because of their enthusiasm, passion and big picture thinking. In the pitching process, the team demonstrated an ability to produce solid results, coupled with their vast media and influencer network making them a perfect fit for the brief.”

Founded in 1976, and still operated by sole owner, John Szangolies, Urban Purveyor Group are dedicated and passionate pioneers in the Australian culinary community. A formula focused on the best people in the business, delivering the best food, drink and venues positions Urban Purveyor Group as a platform for some of the country’s most highly acclaimed restaurants, including ‘Best New Restaurant of the Year’ Ananas Bar & Brasserie, The Cut, Swine & Co. and The Argyle.

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