“The Atticism helped us take our story beyond the coffee cup. Their team understood our point of difference and communicated it to the right audiences with clarity and impact.”

— Kim Loupis, Director, The Wood Roaster

The Wood Roaster: Fuelled by Fire, Grounded in Craft

Client Since: 2018–2020 (Project-based engagement)

Project Type: PR Campaign, Product Storytelling, Media Outreach

Client Overview

Nestled on Shepherd Street in Marrickville, The Wood Roaster stands out as one of New South Wales’ most distinctive specialty coffee roasters. Known for their sustainable wood-fired roasting technique—a method only a handful of roasters globally employ—they’ve brought a new level of depth and complexity to the Australian coffee scene.

Under the guidance of Director Kim Loupis, The Wood Roaster produces both internationally inspired blends and meticulously selected single-origin coffees that appeal to everyone from seasoned café owners to home brewers.

Our Role

The Atticism was engaged to build brand awareness and secure earned media exposure during a pivotal growth phase. With a strong product story and a unique roasting method, our role was to help communicate The Wood Roaster’s points of difference while aligning the brand with industry-leading media and trendsetters.

Scope of Work

• Media Strategy & Publicity – Developing and executing a focused media plan to introduce The Wood Roaster to a wider consumer and trade audience.
• Product PR – Highlighting the sustainability and craft behind their wood-fire roasting process.
• Editorial Features & Sampling – Securing placements across lifestyle and hospitality publications through tastings and behind-the-scenes storytelling.
• Award & Event Promotion – Supporting awareness around their MICE 2020 Silver Medal wins (Espresso & Milk-Based categories).

Project Impact

Our campaign helped position The Wood Roaster as a leader in innovation and craftsmanship, increasing both retail and wholesale interest during a period of competitive growth in the coffee sector. Coverage in food, coffee, and lifestyle media helped introduce their sustainable, wood-fired approach to a broader audience while supporting the brand’s expansion into new markets.