This regional pizzeria’s community-first marketing can’t be topped

Earth and Soul Pizza in Victoria’s regional town of Bairnsdale is using community-focused marketing strategies to increase its sales.

Founded by Merryn Padgett and Marcus Andrews, the pizzeria is more than just a place to grab a slice — it’s a hub of authentic connection and local support.

Padgett, with a background in public engagement, and Andrews, a former restaurateur in Melbourne’s St Kilda, relocated to Bairnsdale six years ago to embark on their new venture.

Recognising the need for innovative marketing approaches, they devised a collaborator campaign to capture and retain new customers moving to the area.

Teaming up with local businesses such as a barber, podcaster, real estate agent, CrossFit gym, and homewares brand, they focused on earned media initiatives.