A BRIEF OVERVIEW
2018 – 19 Campaign
Love Australian Prawns (LAP) runs a lean and nimble marketing strategy that uses partnerships and relationships to extend our reach far beyond what we can pay for.
Tactics vary, but the strategy keeps a single focus – inspire people to celebrate more often with Australian Prawns outside the traditional high demand periods of Christmas and Easter.
Consumers love prawns, they just forget how much they enjoy them when the Christmas tree comes down. The campaign reminds and inspires with recipes designed around celebration occasions like Australia Day, anniversaries, Valentines Day and spring racing.
Consumer confidence took a hit in 2017 with the white spot outbreak – the campaign is focussed on return consumer confidence in our products and increasing consumer demand for Australian prawns.
What we do with it
With a lean and hard working annual budget averaging $280,000 p.a, Love Australian Prawns produces;
- Point of sale collateral and recipe books to independent seafood retailers and supermarkets.
- Social Media and online campaigns carefully targeted around special events.
- Tools, technology and materials to promote Australian prawns in food service.