Seafood Industry Australia & Clems Sydney Launch ‘Easy As’ Marketing Campaign

Seafood Industry Australia & Clems Sydney Launch ‘Easy As’ Marketing Campaign
B&T Magazine
Edited by B&T Magazine

Seafood Industry Australia (SIA) together with Clemenger BBDO Sydney has launched the first whole-of-industry marketing campaign, supported by the Australian Government, to promote Australian seafood and unveiled the nation’s flagship brand, Great Australian Seafood.

The new campaign has been launched 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,” SIA CEO Veronica Papacosta said.

“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 industry to promote domestic sales and provide a boost to the entire Australian seafood industry supply chain as we recover.”

The campaign, which launched on November 8, sees the industry establish its first whole-of-industry brand similar to other Australian key protein and agricultural products.

“We’re incredibly excited to launch the Great Australian Seafood brand along with our ‘Easy As’ campaign,” SIA Media and Communications Manager Jessica McInerney said.

“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 behaviour is shifting to prioritise 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.

“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 behaviour 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. 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 round Australia on an Esky proclaiming how easy Aussie seafood is to cook felt like the perfect way to deliver this very simple message,” said Clemenger BBDO Sydney ECD, Darren Wright.

The 12-month campaign includes consumer-facing advertising across all regional and metro TV and streaming platforms, out of home including shopping centres, 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,” Ms Papacosta said.

“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

Please login with linkedin to comment

Clemenger BBDO Seafood Industry Australia

Latest News

Eyeota Enhances Reach And Targeting Precision For RDA Research
  • Marketing

Eyeota Enhances Reach And Targeting Precision For RDA Research

Leading Australian market research data brand, RDA Research, provides actionable consumer intelligence to help businesses inform decision making and growth strategies. RDA Research wanted to make its unique consumer data available for addressable digital targeting and required a data onboarding partner to help activate their data in an online environment.

Enthral Strengthens Journalistic DNA By Hiring Channel 7 Reporter Sean Sowerby
  • Media

Enthral Strengthens Journalistic DNA By Hiring Channel 7 Reporter Sean Sowerby

Storytelling agency Enthral has appointed Channel 7 reporter and sports presenter Sean Sowerby as its new senior PR and content manager in Melbourne. Sowerby (pictured) started his award-winning career at 3AW before spending more than 15 years in television. Enthral founder and manager director, Cameron Smith, spoke of the significance of Sowerby joining the agency. […]

Blis Puts Its CEO In The Desert In Clever New “Data Drought” Ad
  • Campaigns
  • Technology

Blis Puts Its CEO In The Desert In Clever New “Data Drought” Ad

Ever since Google first announced it would be getting rid of third-party cookies on Chrome, digital advertising businesses have been actively sharing their plans for life after cookies. And now programmatic advertising company Blis might have come up with the most creative way to get the message across, in a new video which sees company […]

Agency Icon Sweeps The SABRE Awards
  • Marketing
  • Media

Agency Icon Sweeps The SABRE Awards

Integrated Melbourne agency Icon has taken top honours in the 2021 SABRE Awards, winning the coveted Australasian Consultancy of the Year for 2021 along with a host of category and craft awards. Icon led a large field of Australian agencies with a total of three major and seven minor awards, including gold in the cause-related […]

Former Agency Execs Launch Car Service Summon
  • Marketing
  • Media

Former Agency Execs Launch Car Service Summon

Former agency executives Tim O’Neill and Tim Fouhy have launched the auto technology startup Summon. Australia’s first full e-commerce service for prestige cars. O’Neill and Fouhy both founded Reactive, a digital agency, which was bought by Accenture in 2016. Following the deal, O’Neill and Fouhy ended up leading the company’s digital marketing arm, Accenture Interactive before […]