This week I'm joined by Christine Pietersz, paid ads strategist and founder of Seed & Story, for a practical conversation about Meta ads for food and wine businesses. We cover why boosting a post is rarely a real strategy, how to structure a campaign for a one-off event, and why your email list, not Meta, is where the actual sales happen. If you've ever run your own Facebook ads and wondered whether they did anything, this one is for you.

Christine Pietersz is a paid ads strategist and founder of Seed & Story, working with lifestyle and hospitality brands across Facebook and Instagram. She brings both agency and in-house experience, including years running social and digital for Brown Family Wine Group.

👉 BOOK THE META ADS WORKSHOP
28 July, Melbourne CBD, 9.30am to midday. Early bird tickets on now:
https://www.hollyformosa.com/store/p/metaadsworkshop

The workshop is for operators already running their own Facebook ads who want a sense check and some quick wins they can apply straight away. Perfect for owner operators running Facebook themselves, or marketing staff who want to sharpen up.

In this episode:

• Boosting vs Ads Manager, and why control beats convenience
• How to warm an audience before a one-off event like a wine dinner or festival
• Why your website, not Eventbrite, should catch the traffic
• The role each channel plays: Meta for discovery, email for sales, cellar door for loyalty
• What the Andromeda update means for targeting, and why creative now does the work

Chapters:

00:00 Welcome and introducing Christine

02:18 Organic vs paid, and whether boosting is ever worth it

04:25 Why bring creative into Ads Manager instead of boosting

07:51 Running a campaign for a one-off event

12:17 The biggest mistakes operators make with event ads

14:12 Selling direct, and where Meta fits with email and the cellar door

20:05 What good alcohol advertising looks like, personas and creative

22:42 The Andromeda update and letting creative do the targeting

25:38 The 28 July workshop

27:00 Quick fire questions

If you found this useful, follow The Growth Edit so you don't miss an episode.

Book the workshop: https://www.hollyformosa.com/store/p/metaadsworkshop

Website: ⁠https://www.hollyformosa.com⁠

If you think your Instagram followers are your community… this episode might change your mind.

I’m joined by Tresna Lee, co-owner of Gemini Wine Bar and one of the most experienced community builders in hospitality.

With 15+ years of experience (including launching Yelp in Australia), Tresna shares how community actually works in a business and how it drives real growth, not just engagement.

In this episode, you’ll learn:• Why followers ≠ community• The difference between audience building and community building• How simple ideas (like move clubs + book clubs) create real connection• How community drives repeat visits, referrals and spend• Why existing customers are your biggest growth opportunity• How to measure community (frequency, spend, word of mouth)• How to approach community for destination vs local businesses• Why hiring for culture matters more than skill• Where to start (without overcomplicating it)

If you run a hospitality, wine or tourism business, this is a must listen.

Free Growth Call
If your marketing feels reactive, I offer a free 30-minute growth call where we unpack your biggest challenge and map out what to focus on next.

Book here: hollyformosa.com/contact

Find Tresna + Gemini:Instagram: @geminimelbourneTresna: @tresnalee

What does it really take to run a successful bar in today’s market?

In the first episode of Season Two of The Growth Edit, Holly Formosa sits down with Jason Williams from House Made Hospitality in Sydney to unpack the realities behind the bar. They explore moderation as a structural shift, how Gen Z is reshaping drinking culture, and the tough decisions operators are making as costs and wages continue to rise.

Jason also shares practical insight into protecting margins, designing experiences that bring people back, and the thinking behind launching Vitelli’s Upstairs, opening 10 February.

If you work in food, drink or hospitality, this one’s worth your time.

For more practical growth insight, watch the video interviews and explore the Growth Insights Hub at hollyformosa.com.
You can also book a free 30-minute chat via hollyformosa.com.

🎯 Are you really ready for e-commerce? Book your FREE growth call now → https://www.hollyformosa.com/contact

In this end-of-year episode, Holly Formosa answers one of the most common questions winery and drinks brand owners ask: “Are we strategically, operationally, and financially ready to run D2C e-commerce?”

This isn't just about having a website. It’s about building a full sales channel, from digital storefronts to fulfillment and retention systems, that works.

🔥 What you’ll learn:
• How e-commerce compares to wholesale• Key readiness questions every winery should ask• The real costs, tools, and team needed for success• Benefits of D2C (if you’re truly prepared)• Challenges to plan for (and how to overcome them)• A 5-step checklist to move forward confidently

💡 If you're curious about launching or scaling your e-commerce arm in 2026, this episode is your roadmap. Holly shares practical insights, honest truths, and a clear path forward.

📞 Book your free 1:1 Growth Call for January now → https://www.hollyformosa.com/contact

In this episode of the Growth Edit, Holly Formosa delves into the often-overlooked six-week window between mid-December and late January.

Discover why this period is crucial for businesses in the food, wine, hospitality, and tourism sectors. Holly shares mindset shifts and practical strategies to transform this time into a powerful planning phase for 2026.

Don't miss the opportunity to book a free 30-minute call with Holly at hollyformosa.com, or join her Growth Insights Community for more tools and ideas.

Embrace this window as a chance to choose your direction for the new year. You've got this!

How the Good Food Guide is Shaping Australia’s Dining Story with Emma Breheny

In this episode, Holly chats with Emma Breheny, Co-Editor of the Good Food Guide, about how the publication continues to shape Australia’s dining scene and what it really takes to be featured.

Emma shares how the Guide has evolved post-pandemic, the thinking behind the new Critics’ Pick symbol, and the launch of the Good Food app. She also offers practical advice for venues and explains why value is now such an important part of the dining experience.

🎧 Have questions about managing media, awards or restaurant PR as part of your growth strategy?
Holly has eight complimentary discovery chats available between now and Christmas to help you navigate these challenges and elevate your brand.
👉 Book your free call now at hollyformosa.com/letstalk

What does the next decade of tourism in Victoria really look like?

In this episode of The Growth Edit, I’m joined by Julian, Research and Insights Lead at Visit Victoria, to unpack the data shaping the state’s 2030 Tourism Strategy.

We discuss the trends operators need to know now, from the rise of family travel and Asian markets, to opportunities in food, drink and agritourism. Julian also shares how operators can tap into free research to guide marketing and product decisions without drowning in data.

If you work in tourism, wine or hospitality, this is an insightful look at what’s next for Victoria’s visitor economy.

Resources mentioned in this episode:

• Visit Victoria Corporate Site – Research & Insights: https://corporate.visitvictoria.com/research-insights

• Visit Victoria’s 2030 Visitor Economy Strategy: https://corporate.visitvictoria.com/visitor-economy-2030

• Tourism Research Australia – Tourism Forecasts: https://www.tra.gov.au/en/economic-analysis/tourism-forecasts.html

• Tourism Australia – Future of Demand Report: https://www.tourism.australia.com/en/insights/future-of-demand.html

• Regional Tourism Boards (Victorian Visitor Economy Partnerships):
  https://corporate.visitvictoria.com/about-us/visitor-economy-partnerships

Email Julian's team: [email protected]

About Holly Formosa Consulting

Holly Formosa Consulting helps food, wine and tourism businesses turn marketing plans into real growth.

I’m opening 10 complimentary strategy call spots between now and December to help operators unpack their biggest marketing challenges and get clear on next steps.

Book your free 30-minute call: hollyformosa.com/letstalk

Fresh from Milan, where he picked up Two Knives at The Best Chef Awards 2025, Zennon Wijlens — Co-Owner and Executive Chef of Paris Butter, Auckland — joins Holly to talk creativity, ego and collaboration in one of Aotearoa’s most awarded kitchens.

In the past two months alone, Zennon’s been named Best Chef by Metro Magazine and led Paris Butter to retain Three Hats in the Cuisine Good Food Guide Awards. But this episode isn’t just about accolades — it’s about what success really means once you’re leading the team.

Zennon shares how collaboration keeps chefs grounded, why humility matters as much as skill, and what it takes to evolve creativity year after year.

Planning a trip to Auckland? Book a table at Paris Butter and see why it’s one of the most talked-about restaurants in the region. Check them out on Instagram @parisbutter_nz.

And if you’re looking to grow your own food, wine or hospitality brand, book a free 30-minute strategy call with Holly at hollyformosa.com/letstalk.

Most food, wine, and hospitality businesses do not choose to waste time or money on marketing; it happens when you are reacting instead of planning.

In this episode, Holly unpacks The Real Cost of Not Having a Marketing Plan from lost revenue and wasted time to missed opportunities and team burnout. You'll learn how to recognise the hidden costs of reactive marketing and what clarity, structure, and a proper plan can do for your business..

• What You Will Learn

  • The most common marketing myths keeping business owners stuck

  • What a marketing plan actually is, and what it is NOT

  • Six hidden costs of working without a plan

  • How to create clarity for your team, brand, and budget

  • The confidence that comes from structured marketing

Download The Clarity Check—Holly’s free self-assessment inside the Growth Insights Hub. https://www.hollyformosa.com/insightshub
It takes just three minutes and helps you identify where your marketing might be leaking clarity, time, or money across the six cost areas discussed in this episode.

If you would prefer a conversation over a template, book a free 30-minute strategy call. Together, you will unpack what is working, what is not, and where to focus next.

Book your call: hollyformosa.com/letstalk

In this conversation, Holly Formosa and AI expert Julie Fenwick explore the transformative impact of artificial intelligence on the food, wine, and hospitality sectors. They discuss practical applications of AI, from operational efficiencies to marketing strategies, while addressing common concerns about data privacy and maintaining a personal brand voice. Julie emphasises the importance of understanding AI's capabilities, starting small, and using it as a collaborative partner to enhance business operations.

Takeaways

• AI is not just a buzzword; it's a transformative tool.
• Start small with AI by identifying pain points in your business.
• AI can assist with bookkeeping, analysis, and planning tasks.
• Use AI as a thought partner to enhance creativity.
• Data privacy is crucial; avoid uploading sensitive information to free accounts.
• Train AI to understand your brand's tone and voice.
• Voice mode in AI can be a powerful tool for busy operators.
• AI can help analyze customer feedback and reviews effectively.
• The future of marketing will require a balance between AI and human connection.
• Embrace AI to focus on high-value tasks and customer interactions.