Taste the Wild, Australian Wild Prawns – 12 month update

The Taste the Wild campaign has had extraordinary reach since it commenced last year. Stats as follows: 2.7 people million reached on Facebook, Instagram & Youtube

• 920,000 consumers exposed to Woolworths cabinet stickers featured in store for 4 weeks between 14 December to 10 January
• 700,000 foodies reached via Gourmet Traveller
• 5 million potential shoppers reached via the advertisement in Australia’s no. 1 food magazine “Coles Fresh” in December/January
• At least 10,000 seafood retail store shoppers
• 623,000 people watched our leading 30 second video, 794,000 people watched to halfway, 37,000 people responded. A further 113,652 people viewed the video on Youtube.

Despite economic pressures taking its toll on seafood retail (Neilsen, 2023) we saw 82,000 new consumers (compared to 2022) buying wild prawns at Woolworths during the campaign (Cartology, 2023). Coles fresh prawn sales grew with both Taste the Wild and the Marine Stewardship Council’s Christmas campaigns active in December. Australia’s Gourmet Traveller foodie readers were invited to Taste the Wild and scanned QR codes at more than twice the rate of Coles Fresh readers. For more detailed results go to campaign website and download full report.