The Opportunity
Spencer Gulf and West Coast Prawn Fisherman’s Association has a proud 50-year history of sustainable prawn fishing in the pristine, cold waters of South Australia’s Spencer Gulf.
The fishery came to communikate et al with a need to celebrate the milestone and gain market share. They wanted to spread the word about their role in catching the highest quality product on the market using the highest standards of fishing practices.
Their long term objective was to have Spencer Gulf King Prawns asked for by name at seafood counters and on menus.
Our Approach
We worked closely with the fishery to develop messages, materials and activities that would highlight the provenance of the product and raise its profile amongst foodies and home cooks alike.
Campaign elements included:
- A full marketing audit and comprehensive set of recommendations
- Creation of a new look and feel for campaign materials
- Copywriting and development of a campaign tagline
- Recipe development and photo shoot
- Design and production management of a suite of point-of-sale materials
- Video production coordination for an “ocean to plate” prawn trawler experience with celebrity chef, Neil Perry
- An overhaul of the fishery’s social media platforms and ongoing development and management of social media content
- Publicity support
The Outcome
Among the achievements from the campaign were:
- Front cover feature story with Neil Perry in Delicious on Sunday
- Brand ambassador relationship with Jock Zonfrillo and feature dish on Ferment the Festival showcase menu
- Increased brand presence and key message awareness in retail outlets
- 118% increase in Facebook page likes
- 279,737 people reached and 6,521 post engagements on promoted posts in first 60 days of Facebook campaign
- 1,046 visits to the new website via targeted digital advertising
The Executive Officer shared the following feedback on behalf of the Association:
“From the start communikate et al delved straight into the detail to understand what we were looking for and what our expectations were, which immediately built our confidence in them. It was also assuring given our low level of exposure to marketing. The team at communikate et al were creative and professional in their delivery of our marking program, showing flexibility to adapt as new information was shared.”
