Love Australian Prawns®
How do you bring a divergent industry together to drive Australian Prawn sales?
- Corporate Brand Strategy
- Brand Idea, Identity & Naming
- Communications Strategy & Implementation
The Australian Prawn industry is worth close to $400 million annually. Despite this, prawns were a poorly marketed, commoditised category where approximately 60% of the product is imported; and the imported product sells at a much lower price than Australian prawns.
Failing to catch on
Although an iconic Australian product, prawns were not top of mind with Australian consumers. Prawns have long been regarded as an expensive, special occasion only product with its two main eating occasions being Christmas and Easter – heavy prawn consumers eat prawns just four times a year. There was a need to increase value and volume for Australian prawns by increasing their desirability and consumption occasions.
Reigniting the love
The Australian Prawn Industry engaged us to give Australian prawns a special place in the eating habits of Australians, and in doing so align the wild catch and farmed prawn industries behind a common purpose. This was the first time the industry has united behind, and funded, a national campaign.
We developed the brand strategy, iconic brand symbol for Australian prawns ‘Love Australian Prawns’, and the launch campaign. This brand identity encapsulates a compelling emotional platform and personality that’s unique to Australian prawns.
For the love of prawns
As a result of the project, the Australian Prawn Industry is now a unified industry. There is strong engagement with retailers, pricing has become more representative of the high-quality product, and consumers are aware of Australian vs international prawns.
“CRC participant, The University of the Sunshine Coast evaluated the first year of the campaign and found that retailers and wholesalers consistently claimed that it increased sales volume by 30-50 percent, with prices remaining strong.”
One CRC book, published by the Australian Seafood Cooperative Research Centre
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Pat Houlihan | CEO & Chairman DuluxGroup, Chairman MCRI
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Doug Swan | Group General Manager Workwear Group
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Michael Dwyer AM | Former CEO First State Super, Chairman UNHCR, Board Director
"Together they are a great team who are hands on, taking full responsibility for the work – it is rare to find an agency as experienced and professional who will actually get in and do the work at grass roots level themselves."
Alison Brink | Goodman Group GM Marketing & Communications
"The work Brand Council have done to engage staff across the agency, distil and define a clear and motivating brand purpose, and then help to communicate and inculcate that purpose internally has been invaluable."
Commissioner Paul Baxter | Fire and Rescue NSW
"Over many years, Brand Council have led three brand strategy projects for Redkite. What has been consistent throughout is a highly effective approach to brand strategy and a level of care and passion that you don’t often see. Trudi has become part of the fabric of our organisation and a trusted adviser. She puts her heart into making the Redkite brand what it needs to be so that no family faces their child’s cancer alone."
Monique Keighery | Chief Executive Officer, Redkite
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Andrew Richardson | Aruma CEO
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Pat Houlihan | Chairman and CEO DuluxGroup, Chairman MCRI
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