Running in parallel to Taste the Wild, the Love Australian Prawn campaign is now in it’s 10th year. A Love Australian Prawns TVC will be promoted on Channel 9’s catchup TV in January driving demand through extra consumption occasions for Australian Prawns. 100,000 new season recipe cards have been printed – more than three quarters
MARKET NEWS Australian prawn prices are continuing their upward trend since the start of Love Australian Prawns in 2013 (1,2). With prices increasing by around 20% in the first 3 years of Love Australian Prawns (1) demand has increased in the higher income, no children households. 41.5% of prawns were consumed by high income households
Months away from the close of the 2017-18 LAP campaign, the campaign has only a few items left to deliver. Highlights of new items in the market over summer are: Tasty style how to cook videos being stagger-released on the Love Australian Prawns Facebook page, with one video released on 3 January already viewed 50,000
Thank you to all campaign supporters for your ongoing commitment and funding contributions for the 2018 campaign. Watch the video below for a video summary of campaign achievements to date and 2018 plans. With ‘hot off the press’ material now with seafood retailers and co-logoed wine bottles available in store, the next items in production are
The Love Australian Prawns campaign has been commissioning work for its 2017-18 plan. Photography and recipes were commissioned for the spring campaign and for release to retailers. A video series for chefs is under construction and wine bottles co-logoed with Love Australian Prawns are in production. The ACPF welcomes Queensland Seafood Marketing Authority and Victoria
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
More happened to change market conditions for Australian Prawns in the last six months than in the last decade, with the White Spot outbreak devastating farms and rippling through Queensland’s South East wild catch sector. Throughout, the 2016/17 Love Australian Prawns Campaign continued to pursue and deliver on the original campaign goal to create a special place for Australian
The Love Australian Prawns campaign has big plans for its 5th year including branching out into the food service sector and working with chefs to create demand for Australian prawns; working with independent retailers and supermarkets to expand our consumer reach; creating education tools to help staff behind all seafood counters know more about our products; and keeping up
