Tassal launches new brand platform via Havas Host
Tasmanian salmon brand, Tassal, has launched a new brand platform as it expands its range to include prawns and barramundi, following the acquisition of Cone Bay Barramundi and Tropic Co Tiger Prawn.
The campaign was developed in partnership with creative agency of record Havas Host, with media by Havas Media.
The new Masterbrand positioning, “Tassal- It’s Australian for Seafood”, will appear across a series of campaigns celebrating each protein variant with fresh creative. The first of these, launching this month, will focus on salmon.
Matt Vince, head of sales and marketing at Tassal commented: “Our research with Kantar2 revealed that Australians see Tassal as one of the most powerful proprietary brands in the fresh protein category in Australia. It boasts very strong demand power when measured against 15 key category competitors. So, it made sense to extend this brand love across all proteins in our group.
“We’re thrilled that all our Australian grown species, including our vibrant Australian Tiger prawns and new delicious West Australian Ocean fresh Barramundi from Cone Bay, Western Australia, will be part of the Tassal range. We can’t wait to see a sea of blue in retailers, and are thankful to our agency village for the work to bring the brands to life across our integrated campaigns.”
The integrated campaign is spearheaded by a 30 second TVC that asserts Tassal’s premium credentials, linking quality salmon to performance. The tongue-in-cheek creative follows a star synchronised swimmer who draws the attention of a pair of women on the sideline.
Other channels will include OOH, BVOD, high-impact display, social and search. The campaign will also be rolled out through PR and owned media channels, with brand ambassadors Guy Turland and Susie Burrell continuing their work with Tassal.
Justin Ruben, ECD at Havas Host said, “When someone is on Tassal salmon you can definitely see a difference in their performance, and we wanted to bring this to life. Working alongside Havas Media, the strategic approach for Tassal’s media planning was to launch the new brand positioning at scale and with impact.
“The campaigns across salmon, and more broadly across prawns and barramundi also, will drive brand consideration in key meal inspiration moments across social, earned media, contextual digital display and a key digital partnership, as well as influencer engagement and showcasing of occasions as we move into a summer of seafood consumption.”
Tassal’s prawn creative is set to be released across above the line media in the coming months.
Credits
Client: Tassal
Head of Sales and Marketing: Matt Vince
General Manager, Marketing: Libby Williams
Senior Brand Manager, Salmon: Kylee Finn
Senior Brand Manager, Prawns and Barramundi:
Nicole Townsend
Creative Agency: Host/Havas
ECD: Justin Ruben
Creative: Pete Sherrah and Ash Myburgh
Group Account Director: Charlotte Dewhurst
Account Director: Maisie La Costa
Account Manager: Isabel Bergin
Head of Strategy: Alyce Gillis
Creative: Ash Myburgh
Designer: Domenic Bartolo
Senior Integrated Producer: Anthony Martin
FILM
Production Company: Guilty
Director: Edwin Mcgill
E.P.: Jason Byrne
Production Coordinator: Jack Davies
STILLS
Stills Production: Louis & Co
Photographer: Mat Baker
E.P.: Louis Molines
Producer: Luke De La Santa
Retouching: Electric Art
Media Agency: Havas Media
Client Services Director: Kate Francis
Account Manager: Begona Loredo
Digital Integration Director: Ashley Grey
Acting Head of Strategy: Michelle Miroforidis
PR Agency: Communicado
Head of PR: Fiona Mullen
Group Account Director: Chloe Jeffers
Account Director: Emily Scales
Senior Account Executive: Shiona Raj
Research Agency: Kantar
Director: Hoa Mai
Design Agency: APR Creative
Managing Director: Tessa Pacitti
Director: Raewyn Metcalfe
Account Manager: Chloe Bullock
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