News

Clemenger promotes ‘Easy as’ seafood for SIA campaign

Clemenger BBDO Sydney has launched the first whole-of-industry marketing campaign, to promote Australian seafood and unveiled the industry’s flagship brand, Great Australian Seafood. Clemenger BBDO won the account in August following a competitive pitch. 

The new campaign ‘Easy as’, has been launched via the Seafood Industry Australia (SIA), to encourage Australians to eat more Australian seafood as the industry recovers from the impacts of the COVID-19 economic crisis.

The Australian seafood industry was severely impacted by the pandemic. “Our export markets collapsed, our foodservice sector was shut down, and our domestic markets were flooded with produce,” said SIA CEO Veronica Papacosta. “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 Australian Government announced a $4 million marketing grant under the $1 billion COVID-19 Relief and Recovery Fund to deliver a boost to the industry.

The campaign celebrates Australian Seafood, its ties to Aussie culture, and 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,” SIA media and communications manager, Jessica McInerney, said.

“We want to break the behaviour and mindset of consumers thinking cooking seafood is hard, by reminding them it’s actually ‘Easy as’.”

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,” 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.”

Credits

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

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