Seafood Industry Australia (SIA) has launched a marketing campaign ‘Easy As’ to boost sales of local fish, and introduced what it describes as a flagship brand, Great Australian Seafood.
Supported by the Australian Government, the campaign encourages more domestic consumption of Australian seafood to help the industry recover through the Covid-19 crisis.
“This campaign will support all sectors of the seafood industry, from fishers and processors, through to those in the food services sector,” said Jonno Duniam, assistant Minister for Forestry and Fisheries.
According to SIA’s CEO, Veronica Papacosta, the Coalition announced a $4 million government marketing grant under the $1 billion Covid-19 Relief and Recovery Fund earlier this year.
The campaign will last a year, featuring advertising across all regional and metro TV and streaming platforms, out of home including shopping centres, digital activations and partnerships. It also features the launch of the new brand identity including logo and name, website and social media platforms.
“We know we won’t change national attitudes overnight, which is why the Great Australian Seafood brand is a long-term initiative designed to build a relationship with the nation,” said Papacosta. “We want to inspire a generational shift in attitude towards seafood consumption and with that industry.”
The new initiative was announced the same day as the ACCC reported it had forced Simplot Australia to change the labels of 31 frozen packaged fish products for misrepresenting them as Made in Australia.