F.Y.I.

iD Collective adds Primary, 789 Korean BBQ and The Cake Club to client roster

October 10, 2025 2:01

ID Collective has signed Primary, 789 Korean BBQ and The Cake Club as clients.

The announcement:

Full-service communications agency, iD Collective, is thrilled to announce the addition of three new clients to its roster: 789 Korean BBQ, Primary Lingerette and The Cake Club.

PRIMARY: Redefining The Lingerette Experience

iD Collective is proud to partner with Primary, a brand that’s reshaping the way women experience lingerie through a lens of elevated essentials and intentional design. With products exclusively sourced both locally and abroad, Primary’s curated lingerie caters to all women at differing stages of life.

iD Collective will lead a PR retainer focused on building brand awareness, driving media coverage, and amplifying Primary’s presence across fashion, lifestyle, and wellness publications.

789 KOREAN BBQ: Melbourne’s Hottest New KBBQ Restaurant

Full-service creative communications agency, iD Collective, is proud to once again join forces with TS Group for the opening of its latest culinary venture, 789 Korean BBQ. Following the debut of YX Hot Pot earlier this year, TS Group has expanded its dining portfolio with the opening of 789 Korean BBQ – located on another level within the same Bourke Street building.

Drawing on iD Collective’s deep expertise in hospitality and lifestyle communications, the campaign will execute a strategic, multi-channel program spanning brand positioning, media outreach, and influencer partnerships, amplifying awareness and cementing 789 Korean BBQ as one of Melbourne’s hottest new dining experiences.

THE CAKE CLUB: Melbourne’s Sweetest Destination

Nestled in the heart of Armadale, The Cake Club is the delicious creation of home bakers Liv and KENDYLL. Since opening two years ago, the boutique bakery has become a beloved destination for dessert lovers, known for its stunning, handcrafted cakes and sweet treats.

iD Collective is excited to support The Cake Club with a strategic PR campaign aimed at elevating its profile across Melbourne’s food and lifestyle media. Through targeted media outreach, influencer engagement, and storytelling, iD will spotlight The Cake Club’s artistry and community appeal, positioning it as a must-visit for locals and visitors alike.

“We’re incredibly excited to be partnering with Primary, The Cake Club, and 789 Korean BBQ,” says Amanda Booth, executive director of iD Collective. “Our team brings a wealth of experience and strong relationships across fashion, food, and hospitality sectors, allowing us to craft tailored strategies that drive measurable impact. Each of these brands represents something truly special, and we’re excited to amplify their stories through meaningful, results-driven campaigns.”