Love Australian Prawn campaign achievements 2016/17

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.

View the report for a fantastic snapshot of the campaign

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 prawns in Australian households.

The campaign worked with independent retailers and supermarkets, invested in new recipes and photography, targeted promotion around special occasions such as Valentines Day, Mothers Day, and footie seasons and invested in social media. ACPF is proud of the results:

  • 1 in 5 Australians now recognise the Australian Prawn logo. This sort of awareness is usually only achieved via TV campaigns.
  • 38% of consumers report they are eating more prawns than 3 years ago
  • In 2014 only 20% of Australians bought prawns once a fortnight or more. By the end of 2016 35% bought prawns once a fortnight or more
  • 20% of Australians are still buying prawns for the traditional special occasions such as Christmas and Easter but 25% are now buying prawns for a special occasion or a treat through the year. Over 50% are eating prawns with the family in a meal at home – Australians are looking for something special as a change from red meat and chicken for the family dinner.

The campaign has big plans for its 5th year including branching out into the food service sector; 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; keeping up our stream of luscious, inviting images and recipes while scaling up social media.
Momentum will also be given to our spring and winter campaigns, crucial in keeping consumer interest and demand higher through quieter times.

The 2016/17 campaign update has more details on achievements. Access it here.


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