Tassal urges Australians to make the switch to salmon in their weeknight meals

Tassal is disrupting the weekly rotation of family dinners, asking Australians to consider including salmon as a household staple and breathe life into the menu with its new campaign.

The campaign is led by a TVC that places a man selecting salmon for his evening meal at the top of supermarket animal kingdom.


‘Switch it for salmon’ will encourage shoppers to consider swapping the minced beef in bolognese and the protein in stir fry to salmon with the taglines, ‘Same Spag, Different Bol’ and ‘Same Stir, Different Fry’.

To support the push for Australians to get creative in the kitchen, online content ad series ‘Anna and Nanna’ will launch. The series will capture entertaining moments between the two main characters in and out of lockdown while they attempt to ‘Start a new tradition with extra nutrition’ – a reference to the dietary recommendation of two servings of fish a week.

The campaign will also appear on out-of-home, social media, PR and retail.


Tassal Group senior marketing manager, Caroline Hounsell, 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.”

The campaign was created by the Havas Village, with Host Havas handling the creative, H/Commerce working on retail, Red Havas undertaking PR and Social and Havas Melbourne behind the media. The objective of the campaign was to generate impact amongst grocery buyers.

H/Commerce creative director, Pete Sherrah, 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.”


Client: Tassal Group
Creative and Retail: Host/Havas and h/commerce
Media: Havas Melbourne
PR and Social: Red Havas


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