Tassal Launches Expanded Range With Campaign Via Havas
Tassal is making a huge splash across an integrated brand platform as it extends its brand reach to now encompass prawns and barramundi, shifting to a new brand position – “Tassal – It’s Australian For Seafood”.
Working alongside Kantar, Tassal identified there was an opportunity to seize the moment when acquiring Cone Bay Barramundi. With a strong awareness of the Tassal brand, there was a chance to cement its position in seafood, and in turn, it has also rebranded the Tropic Co Tiger Prawn brand to Tassal Tiger Prawns.
With the Tassal Masterbrand shift, there was an opportunity to celebrate each of the protein variants with their own creative, starting with the launch of a new Tassal new salmon campaign. This is part of an integrated campaign with an audience-first approach across key media channels in multi-format OOH, BVOD, High Impact Display, Social and Search, paired with PR, ambassadors, influencers, and owned media activations.
Research conducted by Kantar demonstrated that people think of salmon as a delicious and nutritious food –whether it be naturally smoked cooked fillets, fresh fillets, or smoked salmon slices – but it is often considered only for special occasions. Tassal wants to get Australians thinking about salmon as an everyday protein to make delicious and more interesting meals.
As part of the above-the-line approach, Tassal worked alongside Havas Host to create a new brand platform for Tassal salmon – ‘It Must Be Tassal’.
To bring the platform to life and strengthen the awareness and love for the Tassal brand, the campaign asserts
its quality and premium credentials with a bold creative message, amplified in equally bold media
placements.
The creative plays on the premise of ‘he’s/she’s/they’re on salmon’, with our hero character in the film taking
his place in a synchronised swimming troop.
A group of female swimmers make their way towards a swimming pool, but in their midst is a slightly larger and hairier male swimmer. The swimmers dive into the pool, to the tune of Puccini’s ‘O mio babbino caro’, making a graceful underwater circle which the hairy chap swims through the middle of. The scene cuts to two women watching from the sidelines. The first one exclaims: “What’s his secret?” with the second one answering: “He’s on salmon.”
“Tassal has proudly produced delicious and nutritious Tasmanian salmon for Aussies for over 30 years. Our research with Kantar revealed that Australians see Tassal as one of the most powerful proprietary brands in the fresh protein category in Australia. It boasts very strong demand power when measured against 15 key category competitors. So, it made sense to extend this brand love across all proteins in our group. We’re thrilled that all our Australian grown species, including our vibrant Australian Tiger prawns and new delicious West Australian Ocean fresh Barramundi from Cone Bay, Western Australia, will be part of the Tassal range. We can’t wait to see a sea of blue in retailers, and are thankful to our agency village for the work to bring the brands to life across our integrated campaigns,” said Matt Vince, head of sales and marketing at Tassal.
“When someone is on Tassal salmon you can definitely see a difference in their performance, and we wanted to bring this to life. Working alongside Havas Media, the strategic approach for Tassal’s media planning was to launch the new brand positioning at scale and with impact. The campaigns across salmon, and more broadly across prawns and barramundi also, will drive brand consideration in key meal inspiration moments across social, earned media, contextual digital display and a key digital partnership, as well as influencer engagement and showcasing of occasions as we move into a summer of seafood consumption,” said Justin Ruben, ECD at Havas Host.
Brand ambassadors will also bring the campaign to life, with celebrity chef and restaurateur Guy Turland, and well known dietitian Susie Burrell continuing to work alongside the brand as ambassadors, as it extends the reach across all species. Guy Turland expressed his excitement, saying “the introduction of Barramundi to Tassal’s line-up of quality Australian seafood is nothing short of spectacular. As a protein, Barramundi’s versatility in the kitchen is exceptional, and it has the power to transform any dish into a gourmet masterpiece.
When paired with the classics like prawns and salmon, Barramundi completes the trifecta of seafood offerings by Tassal. I’m proud to be part of such a big evolution for the Tassal brand.”
A Tassal prawn creative release will be seen in above the line media in the coming months; Tassal have also updated its owned assets, with a new website design to support salmon, prawn and barramundi inspiration.
Latest News
Mastering the balance beam: Finding cut through via experiences and exposure in sport
From the hallowed turf of the MCG to every local suburban club around Australia, we’re a nation famed for our fervent love of sports. Sport in Australia is also becoming the last bastion of immediate mass reach entertainment, argues Starcom’s Roger Linttzeris (pictured above). Australian’s have a greater level of access to sport than ever […]
Chris Salter Appointed Director Of News For Seven Melbourne, Gemma Williams Named 7NEWS Spotlight Executive Producer
The Seven Network announced the appointment of Chris Salter as the Director of News in Seven Melbourne. Lead image: Gemma Williams. Salter, who has been 7NEWS Adelaide news director since June 2018, will succeed Shaun Menegola. “Chris has done an amazing job in Adelaide, where 7NEWS has been #1 for more than 13 years. I’m […]
Sunday Gravy Welcomes Ego Pharmaceuticals To The Table
Following a competitive pitch, Ego Pharmaceuticals has moved its business to Sunday Gravy. Ego produces over 150 different products, including well-known brands such as QV Skincare, SunSense Sunscreen, Aqium Hand Sanitiser, Elucent, MOOV, and Azclear. “We were looking for a creative agency partner that was just as passionate about long-term brand building and collaboration as […]
Unveiling Distinct Channel Opportunities: Insights From Dash Hudson’s Cross-Channel Social Media Benchmark Reports
The rise of algorithmic content has changed social media, shifting feeds from social-driven to entertainment-driven. Short-form video now accounts for 38 per cent of social content on Instagram, and its dominance continues to grow. Community-building and curated content from creators have come to the forefront of marketers’ strategies, and at the same time, social commerce […]
Cummins&Partners Welcomes Tim Collier As New Head of Strategy
Cummins&partners ramps up its client strategy offerings and its Dungeons And Dragons staff team with latest recruit.
‘Let’s Break Ingrained Industry Muscle Memory & Help Marketers Keep Their Job’ – Mat Baxter On Why He Joined Mutinex
The adland sage has joined marketing platform Mutinex which, admittedly, sounds like a high-fibre breakfast cereal.
Today The Brave Snares Alyce Gillis From Havas Host
In what may be seen as another win for the indies but possibly shouldn't, Havas' Alyce Gillis joins Today The Brave.
TAC Wakes Victorians Up To The Risks Of Driving Fatigued In A New Campaign Via Clemenger BBDO
Latest Clems campaign highlights the dangers of driving tired. Or, worse, listening to Guy Sebastian while on the road.
TikTok Partners With Billie Eilish To Launch New Fan Spotlight Feature
Did you know that Billie Eilish has won two Academy Awards? Which is two more than both Tom Cruise & Megan Fox.
TorchMedia Secures Sydney Light Rail Advertising Contract
Judging by the painfully slow speed of the Sydney Light Rail, advertisers certainly get excellent dwell time.
TV Ratings (21/05/2024): Todd & Dustin Find Love As Farmer Wants A Wife Comes To A Close
Judging by Farmer Wants A Wife's success, you'd reckon the National Party would be of way more interest to voters.
Senior Appointments Expand Hatched Sydney Team
New appointments at media agency Matched. Unlike press photo outfits that are daringly contrary to the idea.
History Will Be Kind Builds Client Portfolio With Appointment Of Koskela
HWBK nabs sustainable furniture maker Koskela's PR. Also takes the opportunity to replace ageing boardroom table.
JCDecaux Launches Dominion Road SMARTFRAME
It's rare outdoor news from New Zealand today. And you think it's bloody freezing in Australia at the moment.
Innocean Australia Announces Giorgia Butler As New Chief Strategy Officer
Giorgia Butler named Innocean's chief strategy officer. Thankfully cupcakes weren't served at the staff announcement.
INVNT Appointed Creative Experiential Partner For SXSW 2024
The countdown's on for this year's SXSW in Sydney. Alas, B&T unsure what the actual count is at the present time.
The Media Store Wins Melbourne Royal Show Media Account
Media Store's rose garden set to bloom thanks to new manure after agency snares the Melbourne Royal Show's media.
Toby Jenner: ‘The Power And Energy Of Our Good Teams Will Get Us Through Tough Times’
Toby Jenner has been named global president of GroupM clients & B&T was 9th on the phone to offer our congrats.
Foxcatcher & InMobi Partner To Enhance Media Planning And Activation
Foxcatcher & InMobi unveil plans for a new collaboration that thankfully hasn't required any hounds to be released.
Brookvale Breweries & Distilleries Launch Three Days Of Savoury Bites, Delicious Pints And Spirits
The goodly folk on Sydney's northern beaches need little prodding to drink, so this has 'sold out' written all over it.
VALE Dennis Merchant – A Giant Of The Media Industry
In terribly sad news today, Aussie adland legend Dennis Merchant has passed away at the age of 82.
Gravity Media Australia To Deliver Crankworx Cairns For Red Bull TV
Are you a committed mountain bike enthusiast? Cairns is where you need to take your grazed knees & concussions.
Connecting Plots Nabs Former Saatchi & Saatchi Leader Craig Page
Connecting Plots turns the Page with this hire.
Roger Federer & Rafael Nadal Revive Core Values Campaign For Louis Vuitton
If Rafael misses his next match with a runny nose you'll know why with these inappropriately dressed mountain images.
Orphan Steals The Show At Australian Fashion Week With World-First ‘The Last Season Collection’
Australian Fashion Week has been run & done for another year, meaning lots of people can now go back to eating solids.
One Year Later, Is BAR Ogilvy’s Livingfont Making A Difference?
As super important as they are, these animal extinction campaigns can be a mega downer for the unprepared.
“These Issues Aren’t Unique To Our Industry”: Rose Herceg Chats To B&T Ahead Of Create Space Census Results
Rose Herceg admits struggles with diversity & inclusion aren't unique to adland. Take F1 racing as an example.
Kieran Moore: ‘No Client Has Ever Asked For More Junior People On Their Account’
PR guru Kieran Moore's talking the dangers of ageism. That said, it remains a good thing for red wine & prosciutto.
Zitcha appoints Josh Forsyth as sales lead to drive retail media growth across APAC
Zitcha names Josh Forsyth as its APAC sales lead, as confusion reigns over the Maldives' APAC claims.
Moët Hennessy NZ Adds Special PR To Agency Roster
If there's a client you want on the books it's Moët Hennessy. Ben & Jerry's would also be fantastic, albeit fattening.
Dylan Alcott, Ellie Cole & Kurt Fearnley To Headline Nine’s Paralympics Coverage
They say Olympics is more aspirational & Paralympics is more inspirational, but B&T is here for goalball & murderball.
The Monkeys, Howatson+Co, VML Australia Win Big At The One Show’s Awards
A top showing saw Australia ranked fifth globally, well above our friends over the Ditch.
Readers Are Looking To Books For Escape – Should They Look To Adverts, Too?
Are you or someone you know a bibliophile? That's a lover of books & not an 80s paper filing system. Read on here.
TV Ratings (19 May 2024): Nine’s Travel Guides Goes Head To Head With Seven’s Farmer Wants A Wife
Love travelling to Kuta to watch the lads from the Currawong Goannas footy club whoop it up? Travel Guides is a must.
Sky New Zealand Initiates Process For Advertising Sales Representation In Australia
Sure, on the surface they pretend to despise us, but this news offering proves the Kiwis love of all things Australian.
Opinion: Queer & Present Danger – Australia’s Battle For LGBTQ+ Recognition Through Communication
Aside from this absolute cracker of a headline, Think HQ's Blake Mason piece is very important.