Australian Wild Prawns – Taste the Wild – reaching 23 million Australians since April 2022

The 2023-2024 Taste the Wild campaign’s task is to call out Australian Wild Prawns, to keep the loyalty of known wild prawn consumers where they shop and to convince others to switch to wild prawns. The task starts in people’s homes and finishes at retail. To date the campaign has reached 23 million consumers – 13.7 million of those since September 2023.

Where have we reached Australians since April 2022?

  • 1.4 million via fine food media Gourmet Traveller printed and digital ads – 649,000 since September 2023
  • 9.8million via printed Coles magazine ads – 5 million readers over Christmas 2023
  • 2.6 million via digital screens in shopping malls close to Woolworths digital screen advertising
  • 2.3 million via Woolworths – 1.4million exposed to digital screens behind select deli counters in the week before Christmas 2023
  • 5.5 million via Facebook (3.1million since September 2023) and 570,000 on YouTube
  • 650,000 via seafood retailers

Find more detailed information on targets, see the advertising that ran instore, and a campaign summary HERE

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