OUR PODCAST
What's in This Episode
How do you take a boutique cookie brand from the local markets in Byron Bay, to Qantas cabins and Oscar gift bags? Emilie Emond knows.
Emilie is the Marketing Manager of Rinoldi, the team behind beloved brands like Byron Bay Cookies and Vetta Pasta. In this episode, Emilie spills the secrets on building crave-worthy brands, moving fast on flavour trends, and why their packaging team says a polite but firm no to rebranding.
But Emilie’s story isn’t just about her amazing marketing skills and cookies. She’s also a stand-up comedian, an R U OK? ambassador, and someone who knows the power of storytelling both on supermarket shelves and the comedy stage.
In this bite sized episode, you’ll hear:
The marketing move that got Byron Bay Cookies global coverage
How she keeps a 35-year-old brand fresh and social-ready
Why branding is more than a logo
How comedy and creativity collide in her day job
And really happens in basement comedy clubs
In this episode, we discuss:
Emilie’s Background and Byron Bay Origins (00:01:19)
Her 12-year tenure, and how a sea change led to the job at Byron Bay Cookies.
From Local Favourite to Airline Icon (00:02:27)
The brand’s 35-year history and partnership with Qantas.
Landing Cookies in Oscar Gift Bags (00:03:34)
Emilie’s early PR wins and doing it all in-house.
Marketing a Beloved Brand (00:05:10)
Why it’s easier when you love the product, and how creativity plays a key role.
The Challenge of Reinvention (00:07:09)
Keeping classics alive while innovating with new flavours like Banoffee Pie.
Turning Around Products in Under 4 Months (00:11:06)
How nimbleness helps meet market demand.
School Lunches & Quality Treat Culture (00:12:43)
How the brand fits into different sales channels and changing consumer habits.
How the Brand Evolved (00:15:01)
From market stalls and café jars to national supermarkets.
Why the Logo Still Stands (00:17:01)
The equity behind the Byron Bay Cookie logo and why it hasn’t changed.
Packaging and Creative Control (00:19:23)
In-house design and pushing the envelope, creatively.
From Marketing to Comedy (00:23:35)
What Emilie learned from improv and why it works at work.
Navigating the Comedy Scene as a Grown-Up (00:26:13)
Loneliness, late nights, and starting something new as a working parent.
What’s Next for Byron Bay Cookies (00:32:35)
A tease about a new category and the hint that something sweet is coming.
About Emilie Emond
Emilie Emond is the Marketing Manager at Rinoldi, overseeing brands like Byron Bay Cookies and Vetta Pasta. With over 20 years of experience across three continents, Emilie is a brand storyteller at heart, passionate about content strategy, creativity, and connection. When she’s not launching flavours or running campaigns, you’ll find her on stage performing stand-up, or sharing her story as a R U OK? Ambassador, using humour and honesty to open important conversations about mental health.