IPO of Chinese dairy business

The challenge:

fowlstone was engaged to raise the awareness of a Chinese dairy company that sought a listing on the Australian Stock Exchange. As a foreign company without any physical presence in Australia, the company was unfamiliar to local investors and was overshadowed by high-profile names in the dairy industry that drove significant momentum with their headline news.

The IPO process also faced challenging headwinds around economic growth in China and turbulence in its equity markets, all of which posed a potential deterrent to investors.

fowlstone’s approach:

The fowlstone team developed themes that intersected with current narratives around the dairy industry. By tapping into significant media and public interest around China’s demand for Australian products, particularly dairy products, fowlstone succeeded in building a case around the company’s relevance to the local market.

Given the client’s objective of attracting potential industry partners, fowlstone initiated a high-profile trade media campaign that resulted in media coverage that positioned the company front and centre with key decision makers in the dairy industry.

The results:

fowlstone delivered high-profile national and international coverage which was overwhelmingly and favourably on-message. The clarity around the merits of the offer created an unprecedented level of unsolicited approach to the financial advisors.