The Australian Council of Prawn Fisheries and the Australian Prawn Farmers Association launch new campaign via The Brand Council and 12:20
With 7 weeks until Christmas – when Aussies traditionally tuck into prawns, the Australian prawn fishers and farmers are joining forces for the first time in Australian history -to work for a common goal. Aussies say they love their homegrown prawns, but with 40 per cent of local prawns eaten at Christmas and Aussies only consuming on average 24 local prawns each per year, they are challenging people to spread their love of prawns all year round.
Led by the Australian Council of Prawn Fisheries and the Australian Prawn Farmers Association, the campaign created by The Brand Council and designed by 12:20, is wholly funded by voluntary contributions from fishers and farmers.
Launching today is the ‘Love Australian Prawns’ campaign. While this is more common in other meat industries, this campaign is a first and quite a big step for the prawn industry.
Consumers will see recipe booklets and posters in supermarkets and select local fishmongers nationally.
Significant focus group research was conducted by the Seafood CRC before the campaign where they found out that people didn’t want prawns to just ‘chicken’ on the dinner plate.
Helen Jenkins, executive officer of Australian Prawn Farmers Association, said the campaign wasn’t about eating prawns every night, but about reminding Australians to include prawns when they celebrate, for any reason.
Says Jenkins: “Aussies are passionate about prawns. While people admit they don’t eat them often enough, people say prawns are special – they don’t want them to be just another meat on a dinner plate. They told us ‘don’t mess with the prawn’. As an industry, we naturally think prawns deserve to have pride of place more often. That’s the heart of the Love Australian Prawns campaign.”
4 Comments
Nice stock shots
More crab than prawn.
Weak.
Sadly, someone has paid for these. Paid for prawns to look like they are in the 60’s, eaten by older couples (its oyster territory surely), and put them in the distance so they look neither appetising or versatile. This is the sort of creative that should be done less often, not more often. People will eat prawns more often when you give them prawns looking fabulous, prawns in simple yet delicious recipes, prawns as a part of any table, anytime. Food marketing 101.