Seafood Industry Australia has launched the first industry-wide marketing campaign supported by the Australian government and along with Clemenger BBDO Sydney has unveiled the nation’s flagship brand, Great Australian Seafood.
“The campaign has been structured to influence and inspire consumers to add more Australian seafood into their diets by showcasing it’s ‘easy as’ to cook and incorporate into daily life.”
The campaign, which launched on November 8th, aims to encourage Australians to eat more Australian seafood as the industry recovers from the impacts of the COVID-19 economic crisis.
“Earlier this year, the Coalition announced a $4 million marketing grant, funded by the Australian Government under the $1 Billion COVID-19 Relief and Recovery Fund to deliver a much-needed boost to our industry,” said SIA CEO Veronica Papacosta.
“The Australian seafood industry was the first and worst hit by the pandemic. Our export markets collapsed, our foodservice sector was shut down, and our domestic markets were flooded with produce. This campaign is led by industry, for the industry to promote domestic sales and provide a boost to the entire Australian seafood industry supply chain as we recover.”
“We’re incredibly excited to launch the Great Australian Seafood brand along with our ‘Easy As’ campaign,” said SIA Media and Communications Manager Jessica McInerney. “The campaign has been structured to influence and inspire consumers to add more Australian seafood into their diets by showcasing it’s ‘easy as’ to cook and incorporate into daily life.”
“Consumer support for domestic produce is high in the wake of coronavirus, and behavior is shifting to prioritize locally grown and made products. There has never been a more timely opportunity for us to launch our consumer brand campaign and we are excited to join consumers as they re-evaluate their purchasing routines and where Australian seafood is positioned in their minds,” she added.
“The campaign celebrates Australian Seafood, its ties to Aussie culture, and importantly encourages each and every Australian to eat more Aussie seafood. We’ve tapped into what makes us Aussies, Aussies, and we hope people will have a laugh and of course, throw another prawn on BBQ. We want to break the behavior and mindset of consumers thinking cooking seafood is hard, by reminding them it’s actually ‘Easy As’.”
“Given we’re girt by sea, you’d think we’d be a little bit more chilled out when it comes to cooking seafood,” said Clemenger BBDO Sydney ECD, Darren Wright. “It really is pretty easy, and that’s what we wanted to communicate. So we challenged ourselves to do the most laid back call to arms we could. And having a bloke freewheeling around Australia on an Esky proclaiming how easy Aussie seafood is to cook felt like the perfect way to deliver this very simple message.”
The 12-month campaign includes consumer-facing advertising across all regional and metro TV and streaming platforms, out of home including shopping centers, street furniture, and roadside, digital activations, and partnerships. It also includes the launch of the new brand identity including logo and name, consumer-facing website, and social media platforms.
“We’re realistic about what we want to achieve and the timescales required,” said Papacosta.“We know we won’t change national attitudes overnight, which is why the Great Australian Seafood brand is a long-term initiative designed to build a relationship with the nation. We want to inspire a generational shift in attitude towards seafood consumption and with that industry. We want to continue to tell our incredible industry’s story well into the future.”
“SIA was created with the mandate to promote, protect, and develop the Australian seafood industry with the support of industry and the Federal Government, and we have been able to do just that.”
This campaign was funded by the Australian Government under the $1 Billion COVID-19 Relief and Recovery Fund.
Creative agency: Clemenger BBDO
ECD: Darren Wright & Brendan Willenberg
Creative: Josh Aitken & Mick Pollard
Head of Design: Dan Mortenson
Agency Producer: Rosie Parker
CSO: Lilian Sor
Planner: Tilly Treloar
Senior Account Manager: Gracie Smith
Client: Seafood Industry Australia
CEO: Veronica Papacosta
Media and Communications Manager: Jessica McInerney
Production Company: Revolver/ Will O’Rourke
Director: The Glue Society
Executive Producer: Jasmin Helliar
Producer: Marge Mcinnes
DOP: Geoffrey Simpson
Editor: The Glue Society
Post Production House: The Glue Society Studios
Sound: Squeak E Clean
Casting: Toni Higginbotham
Soundtrack & Performance ‘Summer Nights’ by Jack Botts
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