How Melbourne indie agency hsquared is taking Aussie food and lifestyle global

How Melbourne indie agency hsquared is taking Aussie food and lifestyle global

Leigh Redlich

Melbourne-based content agency hsquared recently showcased its suite of Aussie-produced food and lifestyle programs at the world’s biggest marketplace for TV entertainment – MPICOM in Cannes.

Exhibiting alongside elite showmakers and distributors like Sony Pictures, Disney, Lionsgate and FremantleMedia, the Caulfield-based hsquared now distributes 80% of its locally-produced programs to international audiences – including episodes of its Logie-nominated Everyday Gourmet with Justine Schofield.

The company has a 17-year history creating popular Australian TV franchises such as Everyday Gourmet as well as Good Chef Bad Chef for Channel 10, but each year also invests in speculative productions for international sale. This year alone it has created 130 hours of unique content.

What has hsquared been up to lately?

hsquared-produced Secret Meat Business hosted by Australian chef and prominent carnivore Adrian Richardson was sold into 120 countries and other successful exports have included The Home Team, Boys Weekend and Anjum’s Spice Stories.

This year at MIPCOM, hsquared presented new productions Richo’s Bar Snacks with Adrian Richardson and Chocolate Queen with Kristen Tibballs.

Company Director Leigh Redlich said they were hopeful of some good traction following this year’s visit.

“There’s a huge demand for food content and our shows deliver a unique Aussie flavor that’s really popular in overseas markets. New series released in 2017 such as Tropical Gourmet are already seen in over 40 countries which is really exciting,” Redlich said.

This is the 10th year the company has shared its work with the world’s most influential industry players at MIPCOM and is reaping the rewards with a 60 percent increase in international sales since 2015.

Engaging UK- based media and entertainment company Parade to market its programs on a global stage has been a solid move for hsquared.

“Showcasing your work in the same arena as juggernauts like Paramount Pictures, Netflix and Warner Bros. you need the nous and experience to get the best results, so it’s been fundamental having Parade on board,” Redlich added.

hsquared is lead by directors Harry Hart, Leigh Redlich and Jason Jenkins.

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