Hillbilly delivers creative thinking grounded in strategy, with commercial outcomes at the core
Creative strategy, brand storytelling, and commercial impact - for food, drink, and culture.
Hillbilly Content is a Sydney-based creative and communications studio working at the intersection of food, drink, and culture. We specialise in strategic storytelling, brand development, media and PR, partnerships, and marketing - helping hospitality businesses thrive in an ever-changing landscape.
Our mission is simple: to amplify Sydney’s hospitality scene to the global stage. We believe, wholeheartedly, that Sydney has some of the most exciting, creative, and world-class food and dining experiences anywhere in the world. Our work is dedicated to helping those stories cut through - locally, nationally, and internationally.
We’re not an agency in the traditional sense. We’re a strategic partner, creative collaborator, and commercial champion - helping brands and businesses bridge the gap between vision and execution. Our sweet spot is where creative meets commercial: bold ideas backed by smart strategy, with a clear focus on tangible outcomes.
Brand storytelling – Defining voice, tone, and narrative. Uncovering the heart of your brand and sharing it with the world in ways that resonate.
Strategic communications – From PR campaigns to internal messaging, we craft communications strategies that align with your values and drive results.
Marketing & content strategy – Whether you need a one-off campaign or a full content ecosystem, we build plans rooted in storytelling and designed for impact.
Creative direction – We help shape the visual and verbal identity of your brand, ensuring everything from your website to your menus feels cohesive, compelling, and you.
Commercial partnerships – We connect the dots between brands, media, events, and activations - unlocking new revenue streams and meaningful collaborations.
Event ideation & execution – With a deep background in activations and event production, we help bring experiences to life - from intimate dinners to city-wide festivals.
Hillbilly Content is founded by a hospitality advocate with over 15 years of industry experience, including five years leading creative and commercial direction at Nine’s Good Food Events. With a career spanning media, publishing, PR, marketing, and event production, we bring a rare breadth of insight into how hospitality brands can grow, engage, and endure.
We’ve worked with restaurant groups, producers, government bodies, food festivals, precincts, and small independent operators - always tailoring our approach to suit the scale and story of each client.
We’ve also collaborated with several Uptown Districts across Sydney, supporting them in everything from comms strategy and event design to content creation and campaign execution. We understand the power of local stories and community connection --and how to elevate them without losing their soul.
Because we believe in humility, not hype. In staying grounded while thinking big. In knowing that the most powerful stories often come from the people who least expect to be in the spotlight.
Hillbilly is a mindset. It’s about championing what’s real, raw, and regionally rooted—without ever compromising on excellence.
Creativity with purpose – We don’t do work for the sake of it. Everything we create is anchored in insight and intention.
Hospitality-first – We’re embedded in the industry, and we care deeply about its people. We know what makes it tick—and what it takes to stand out.
Community-minded – We’re proud to support independent operators, local producers, and grassroots initiatives alongside big names and institutions.
Commercially savvy – We understand the business of hospitality, and ensure everything we do is aligned with your bottom line.
Globally ambitious – While our heart is in Sydney, our vision is international. We help brands build relevance beyond their postcode.
Whether you’re a chef, a precinct, a winemaker, a council, or a brand looking to engage with the hospitality space—we’d love to collaborate. We offer one-off project support, long-term brand partnerships, and tailored consulting across creative, strategy, and media.
At Hillbilly Content, we don’t just help tell your story - we help the right people hear it.
Activating Sydney through events and partnerships Good Food Events
Activating Sydney through events and partnerships Good Food Events
Activating Sydney through events and partnerships Good Food Events
Activating Sydney through events and partnerships Good Food Events
Activating Sydney through events and partnerships Good Food Events
Activating Sydney through events and partnerships Good Food Events
Activating Sydney through events and partnerships Good Food Events
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This page is managed by Hillbilly Content.
We acknowledge that we live and work on Aboriginal land and recognise the strength, resilience and capacity of First Nations Australians. We also acknowledge all of the traditional owners of the land in NSW, and pay respect to First Nations Elders, past and present.
