Seafood Industry Australia & Clems Sydney Launch ‘Easy As’ Marketing Campaign
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.”
Credits
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
Latest News
Kathmandu Hosts Urban Zipline Event In Partnership With Beyond Blue
Nothing says the outdoors like the Kathmandu brand. Although it readily fails to mention the chances of bear attack.
Victoria’s Secret To No Longer Call Ambassadors ‘Angels’ As Part Of Major Rebrand
In bad news for perverts everywhere, knickers brand Victoria's Secret is shifting its marketing out of 1972.
Evian Uses Ronaldo’s $5.2 Billion “Drink Water” Stunt In Own Marketing
Nothing screams "wanker" quite like an Evian water, does it? Admittedly, a well-hydrated wanker.
Verizon Media Academy Ends For 2021 With Youth Charity Pitch-Off
Verizon Media’s talent program has come to an end for the third year, closing with a hybrid pitch-off event for Musicians Making A Difference (MMAD). The Verizon Media Academy class of 2021, made up of 44 emerging leaders from across Australia and New Zealand media, advertising and marketing industry, were given just one hour to […]
Facebook To Expand Transparency Around Political And Social Issue Ads In Australia
Facebook to expand transparency around political & social issue ads. Mark still refusing to crack a smile, however.
Industry’s Gamers Unite For UnLtd’s Virtual Rocket League Comp
Social purpose organisation UnLtd’s Big Games competition has raised a combined $85,000 for children and young people at risk. Running over five weeks, the competition involved 32 teams from across the advertising, marketing and media industries battling it out virtually for a chance to qualify for the Rocket League final. The tournament culminated in a […]
Sam Worthington And Phoebe Tonkin To Star In New Stan Original Film ‘Transfusion’
Stan has announced that the Stan Original Film Transfusion commenced filming in Sydney earlier this week and will premiere on Stan in 2022. Transfusion is a taut, muscular thriller starring Sam Worthington (Avatar) as Ryan Logan, a former Special Forces operative, who is battling to cope with life after the loss of his wife and is thrust […]
Tommy Hilfiger’s Former Global CMO Joins Celebrity Cruises
This has all the hallmarks of an episode of 'The Love Boat', sans one of Issac's daiquiris and an unwanted STI.
COVID-19 Saw Stock Imagery Return To Harmful Gender Stereotypes
According to a decade of data collected by iStock, Australian brands turned to imagery depicting outdated gender stereotypes during the pandemic. Tracking the keyword ‘women’, iStock by Getty Images found that in 2020, ANZ brands and businesses reverted to gender stereotypes. Images of mothers home-schooling were used at almost twice the rate of images of […]
DEADLINE WARNING: Entries For Best Of The Best Awards Close Next Friday!
Consider this our FINAL WARNING about Best of the Best entries. Well, at least until we remind you again next week.
“Mike Hunt, Hugh Janus & Mike Oxlong!” Right Wing Broadcaster Gets Pranked By Its Own Viewers
B&T warns this comes with a number of puerile schoolboy jokes. You'll possibly get afternoon detention just reading it.
Saatchi & Saatchi Appoints Georgia Jones Melbourne General Manager
Big news out of Melbourne today. A new GM for Saatchi & Saatchii & someone spotted in Flinders Street not wearing black.
Maddison Connaughton Ends Time As Editor Of The Saturday Paper
Schwartz Media is congratulating Maddison Connaughton on her three years as editor of The Saturday Paper. Connaughton has decided to finish up her editorship this month. “It’s been an honour to edit the paper,” Connaughton said. “The Saturday Paper is one of the brightest voices in Australian media and I have been happy to see […]
Australian Geographic And Tourism Australia Partner For Special Edition, ‘Australia’s Quiet Places’
Australian Geographic unveils "quiet places" edition. With shelving pingas up The Goldie failing to rate a mention.
Thursday TV Wrap: Two-Minute Noodle Challenge Sees MasterChef Top Entertainment But Seven Takes The Night
Two-minute noodles the star of last night's MasterChef. Yet, strangely doesn't see a spike in uni student viewership.
Carat Appoints Oliver Carthy Head Of Digital
Oliver Carthy appointed Carat's new head of digital and unofficial de-jammer of paper jams in office copier.
New Research Names Olivia Rodrigo And BTS The Most Popular Study Music
Research from EdBbirdie using Spotify data has identified the most popular songs to study to. After analysing thousands of studying and homework playlists on Spotify, American singer Olivia Rodrigo’s ‘drivers license’ came out as top song to study to. It featured on 48 study playlists, while other top songs included ‘Ophelia’ by The Lumineers, ‘Falling’ […]
Noel Gallagher Wants To Sell Oasis’ Back Catalogue For $367M So The Songs Can Be Used In “McDonald’s Adverts”
Oasis want to sell their back catalogue to advertisers. To be fair, you'd pick up their last few albums pretty cheap.
Major New Sponsors Named For Nine’s Australian Ninja Warrior, Including KFC, ALDI And Bendigo Bank
B&T only watches Ninja Warrior for the agility, the sheer athleticism and the raunchy pervability.
Cannes Lions Announces Awards Entry Numbers For 2021 Before Lions Live launch Next Week
Sadly, once again there's no trip to France again this year. Still, spare a thought for Cannes' rude & surly shopkeeps.
Building A Successful Remote Marketing Team
Dayna Stewart is the Business Director – Digital Marketing, Media & Creative Services at The Nudge Group. Here, she discusses the challenges that come with building a successful marketing team when working remotely. Before COVID-19 changed the way businesses work, most marketing teams spent their days together in a meeting room collaborating on the next […]
Australia’s The Kid LAROI Joins Billie Eilish, Dua Lipa, Olivia Rodrigo And More In iHeartRadio Festival Line-Up
The line-up for the 2021 iHeartRadio Music Festival has been announced as the legendary event returns live in Las Vegas in September. This year, the epic two-day lineup for the iHeartRadio Music Festival main stage will feature performances by Billie Eilish, Cheap Trick, Coldplay, Dua Lipa, Florida Georgia Line, Journey, Khalid, Lil Baby, Maroon 5, Nelly, […]
From Intern To Chief Of Staff In Five Years: Atlassian’s Helen Xue Shares Her Three Pillars For Professional Development
Why fall backwards into the arms of colleagues to improve career development when there's this concussion-free read.
Shop! ANZ Calls On Industry To Participate In ANZ Shopper And Retail Marketing Industry Survey
Shop! ANZ is calling on shopper and retail marketing professionals from all retail related disciplines to participate in the first ANZ Shopper and Retail Marketing Industry Survey in four years. This important research provides a guide of where the retail marketing industry in Australia and New Zealand has come from and what is anticipated to […]
How To Align A Marketing Strategy With Customers’ Shifting Perspectives
Do you just want to throttle indecisive customers? This important read will calm the nerves & save you from a gaol term.
Woolies’ Retail Media Business Cartology Announces New Appointments
Woolies' media business Cartology unveils new appointments. B&T notes it also had a good deal on Tim Tams at the moment,
WPP’s Chief People Officer Lisa Sheehan Latest To Depart
The broom continues to go through WPP's local operations. Yet, not where it's most needed - the dusty skirting boards.
Akcelo Launches Innovative Game Experience Platform For Tribeca Festival
Akcelo has launched an innovative gaming experience to showcase Tribeca’s Official Selections and celebrate the inaugural Tribeca Games Award at this year’s Tribeca Festival.
Gen Z And Millennial Pinterest Users Reveal What Inspires Their Post-Pandemic Shopping
Pinterest reveals what Ys & Zs are shopping for online. And if you're thinking peacocks or fez hats, you'd be wrong.
CNN Analyst’s Return Following Masturbation Incident Sparks Outrage
In a further blow to the Catholic Church, the CNN masturbator has returned to work and has reportedly not gone blind.
