Love Australian Prawns®

How do you bring a divergent industry together to drive Australian Prawn sales?

Expertise Areas
  • 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.

Love Australian Prawns Case Study

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.

Love Australian Prawns Case Study

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

“Brand Council has been instrumental in developing the DuluxGroup core purpose. They methodically and strategically worked across all levels of the organisation to capture – who we are; what we stand for; and why we do what we do – into a unifying core purpose ‘Imagine a Better Place’. The true test of their work is that, almost a decade later, our Core Purpose has endured, strengthened and is ingrained into the psyche at all levels of the organisation.”

Pat Houlihan | CEO & Chairman DuluxGroup, Chairman MCRI

"Brand Council have helped us clarify our brand architecture, reinvent Hard Yakka and KingGee, and provided strategic guidance on two additional brands. This has resulted in significant tangible results for our business. We enjoy working with Trudi and Peta and value their opinion and expertise."

Doug Swan | Group General Manager Workwear Group

"The key to Brand Council’s success is their process. They took the time to understand the market in which we operate, where we wanted to position the fund, and what we needed to do to reach that position. In this way, Brand Council encouraged us to discover our brand by finding and telling our own story. The most important element in Brand Council’s process is proof. They have not made any recommendations without evidence. Brand Council are genuine partners on the ‘brand journey’."

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

"Our staff’s enthusiasm, energy and ideas have been amazing. We have a single set of Beliefs, Values and one common Purpose – and it’s all come directly from our staff."

Andrew Richardson | Aruma CEO

"Brand Council has continued to work with us in an ongoing capacity to define the purpose strategy for our individual businesses, including Selleys, B&D, Lincoln Sentry and Yates. They are a trusted advisor and provide sound counsel."

Pat Houlihan | Chairman and CEO DuluxGroup, Chairman MCRI

"I have been the leading executive on a number of engagements with Brand Council including IAG, BOQ & AIM. I subscribe to Brand Council’s philosophy that alignment between the brand message and brand experience is essential for business success. It is through their refined process that I have seen the cultural and behavioural change required to not only ensure this alignment is possible, but more importantly that it is implemented. I am pleased to endorse the people and process at Brand Council and commend them to any business looking to re-engage staff and customers."

Daniel Musson | CEO and C-suite client at BOQ, IAG & AIM