B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Pinterest
  • WPP
  • AFL
  • Cannes Lions
  • Anthony Albanese
  • Federal Election
  • Thinkerbell
  • NRL
  • State of Origin
  • B&T Women in Media
  • AI
  • Spotlight on Sponsors
  • ARN
  • Channel 10
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: Tassal Encourages Australians to ‘Switch It For Salmon’ Via Host/Havas
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Campaigns > Tassal Encourages Australians to ‘Switch It For Salmon’ Via Host/Havas
Campaigns

Tassal Encourages Australians to ‘Switch It For Salmon’ Via Host/Havas

Staff Writers
Published on: 13th November 2020 at 11:01 AM
Staff Writers
Share
3 Min Read
SHARE

Australian salmon producer, Tassal, has unveiled the next phase of its marketing strategy, highlighting the credentials of the superfood and championing salmon as a protein that Aussies should consider switching to.

Tassal has been a significant investor in the salmon industry for more than 30 years and the new campaign illustrates the brand’s continued commitment to driving consumption with its biggest ever marketing drive.

The ‘Switch It For Salmon’ campaign showcases the taste, health, sustainability and versatility benefits of salmon, challenging consumers to change up their consumption habits and reinvent some of their most trusted go-to meals.

The campaign provides inspiration for how and where Aussies can make the switch, from exploring the concept of recipe reinvention through headlines including ‘Same Spag, Different Bol’ and ‘Same Stir, Different Fry’, to reminding Aussies about the dietary recommendations which outline that fish should be consumed at least twice a week.

The ‘Switch It For Salmon’ campaign is being activated across TV, OOH, social media, PR and retail. In addition to a TVC, the campaign also includes a digital content series – ‘Nanna and Anna’ – which feature a young woman’s tales with her energetic grandmother, capturing a comedic take on situations families have found themselves in this year in lockdown. The series encourages Aussies to ‘Start a new tradition with extra nutrition’.

Havas Group has spearheaded the campaign across its agency village, developing a full insight-driven, multi-channel strategy that would generate impact among grocery buyers. Creative was developed by Havas’ retail specialists, h/commerce, media planning and buying led by Havas Melbourne and Red Havas leading the charge with PR and influencer activity.

Caroline Hounsell, Senior Marketing Manager, Tassal Group, said: “The impact of COVID-19 has highlighted a number of trends in Australians’ cooking and eating habits including a greater demand for easy-to-prepare meal solutions and increased consideration around health and wellbeing.”

“‘Switch It For Salmon’ demonstrates the breadth of the benefits of Tassal salmon and why it should be on the grocery list in every household across Australia. Our campaign strategy enables us to share information and inspiration around salmon in different ways and is already helping to influence consumers’ purchasing decisions.”

Pete Sherrah, Creative Director, h/commerce, said: “Asking Aussies to change their habits is not easy. The idea came about by looking at how people perceive salmon, as the “sometimes” protein or for special occasions. Our campaign is a simple call to action that challenges people to make the switch to salmon more regularly, because it’s better for you and more versatile. We want to make it more approachable and ‘everyday’ so more Aussies consider cooking with it.”

Credits

Client: Tassal Group

Creative and Retail: Host/Havas and h/commerce

Media: Havas Melbourne

PR and Social: Red Havas

 

 

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

TAGGED: Host/Havas, tassal
Share
Staff Writers
By Staff Writers
Follow:
Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

Latest News

ActewAGL Appoints AFFINITY As Its Full-Service Agency
24/06/2025
David Hovenden On B&T’s Women In Media In The Australian
24/06/2025
“That Night Nearly Destroyed Me, But It Also Lit A Fire Inside”: What UnLTD’s Adland Bail Out Taught Me About Justice, Hope & Shame
24/06/2025
Vale Dominic Proctor, A Giant Of Adland Who Set Up Mindshare & Transformed The Industry 
24/06/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?