LOVE AUSTRALIAN PRAWNS CAMPAIGN
What is it?
The Love Australian Prawns campaign is the first ever voluntarily funded national marketing campaign for an entire seafood category.
Active since 2013, the campaign helps create demand through activities such as:
- marketing collateral distributed in 350 independent seafood retailers
- collaborative marketing with Woolworths and Coles
- direct consumer marketing online
- social media such as Facebook and Instagram
While tactics and activities vary year to year, the strategy remains the same – increase demand and preference for Australian Prawns beyond the peak times of Easter and Christmas.
Price takers become price setters when buyers see your product as a brand, not a commodity. The Love Australian Prawns campaign is building the Australian brand for producers.
This is where the majority of your contribution money goes – in the development, production and dispatch of Love Australian Prawns marketing material. Apart from marketing collateral, there is of course the Australian Prawns website featuring over 60 prawn recipes, free recipe booklets and how-to videos plus facebook. Social Media is an integral part of the campaign. 9.5K people have so far joined the Love Australian Prawns facebook page.