Be Free
New Location Opening
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New Location Opening
Be Free is a Perth-based cafe and organic catering service founded by Alessia and Caillan Richards. Known for its focus on seasonal produce, sustainable practices, and whole-food cooking, Be Free has built a loyal following since launching its first venue in Subiaco. In late 2024, the business opened its second cafe within the historic Perth City Farm.
Detail was engaged to deliver a tailored communications strategy to support the launch of the new location. Services included public relations, influencer engagement, and event management, with messaging tailored to share Be Free’s story, highlight the venue’s architecturally led fit-out, and position the cafe as a destination for nourishing, organic meals. An intimate breakfast event was hosted at the new site for food industry tastemakers, while a supporting media strategy secured editorial coverage to generate broader awareness.
Detail’s campaign successfully amplified Be Free’s transition into its new home, reinforcing the cafe’s reputation for high-quality food and warm hospitality while reaching new audiences across the Perth food and lifestyle community.