Seafood Industry Australia hires Clemenger BBDO Sydney for $4m campaign

Industry body, Seafood Industry Australia (SIA), has handed its creative account to Clemenger BBDO Sydney, following a competitive pitch.

The agency will be at the helm of a $4m marketing campaign to establish a creative platform for Australian Seafood. The campaign funded by a federal government grant in response to the impact COVID-19 had on the industry due to the drastic change in foodservice and exports.

The campaign will mark the first time Australia’s seafood industry will embark on establishing itself as a brand.

SIA CEO, Veronica Papacosta, said Clemenger BBDO Sydney nailed the brief.

“We are thrilled to be working with the Clemenger BBDO Sydney team. We saw some very compelling pitches, but Pete’s team nailed the brief and will be a valuable extension of our team as we bring the campaign to market,” Papacosta said.

Media and communications manager, Jessica McInerney, added: “The team at Clemenger BBDO Sydney showed an in-depth understanding of both our sector and our markets, exceptional creative work and a passion for developing the Australian Seafood brand.

“Now is the right time for us to bring the Australian Seafood brand to life and we are excited to partner with Clemenger BBDO Sydney to do this.”

For Clemenger BBDO Sydney, the appointment follows a number of new business wins, including Brookvale Union, Blue Ribbon and Demazin.

Pete Bosilkovski, CEO of Clemenger BBDO Sydney, said the account was a great opportunity for the agency.

“This is a brilliant win for Clemenger BBDO Sydney. The Australian seafood industry has been hit hard by COVID-19, so the opportunity to create a new brand and encourage Aussies to eat more Australian seafood is the dream behaviour change brief. The creative bar has been set very high by the other proteins and we look forward to achieving similar success for Seafood Industry Australia,” he said.

“It’s challenging to win an incredible opportunity in normal times, throw in COVID-19, and it really took a gargantuan team effort. I’m exceptionally proud of the entire team and thrilled to partner with Veronica, Jess and the team at Seafood Industry Australia to help realise their ambitions of getting more Aussies eating Australian seafood.”


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