The board formed key agreements at the May Board meeting in relation to the Love Australian Prawns Campaign included:
- That 2017-18 should the retain the same focus as held throughout the campaign i.e. to make prawns ‘special’
- That the campaign should continue to steer away from engaging in public WSD response (or associating LAP with WSD and a negative connotation) but to focus on positive ‘pro Australian prawn’ activity
- Target some more activity mid year in the slump of demand and particularly now as the market has flattened in response to WSD
- Support investment that results in Australian prawns being seen as a premium product that are displayed (and handled) properly
- Communication of LAP achievements is important to increase industry buy-on
- Engage with the food service sector with the components of the campaign subject to LAP MC discussion (Note – this was a response to 1) shortage in imported prawns and the opened window of opportunity and 2) reaction to the slump in demand at retail experience post WSD)
- Engaging consumer attention at point of sale can be assisted by digital content (e.g via Woolworths Facebook page); a physical presence via demonstrations is probably still cost prohibitive
The LAP Management Committee subsequently met and agreed on the direction of the 2017/18 campaign.