Are you an Australian seafood producer and/or exporter? Do you want access to free marketing assets?

The assets are available as a result of the Agricultural Trade and Market Access Cooperation (ATMAC) Program. By requesting access to the assets, you agree that you are an Australian seafood producer and/or exporter.  

Why are we providing free marketing assets?​

Background

Due to disruptions with live exports of lobster into China, the Australian Southern Rock Lobster industry is looking to expand into additional markets for non-live products including frozen green, frozen cooked and value-added lines.​

USA, Hong Kong and South Korea were identified as top key markets.

Need to develop a range of marketing tools and collateral for use by industry members to promote a unified and consistent Australian Southern Rock Lobster brand story.​

These creative assets are “white label,” allowing each enterprise to take ownership of its individual brand.​ The use of creative assets is not restricted to the top key markets identified.  

The focus for this project is frozen, cooked and value-add southern rock lobster (SRL), but does not exclude other lobster species.  

What we’ve done so far

• Reviewed all available research material shared by industry. ​
• Conducted desktop review of publicly available information and data on the category and competitors. ​
• Compiled a collection of creative benchmarks as the stimulus for strategic discussion and creative development. ​
• Developed a brand messaging strategy and a range of marketing tools and collateral to support the industry in key priority export markets with an additional bonus, that the industry can also utilise these within the domestic market. 

What do we (you) need to do next?​

Tell the Australian story​ (with a focus on what sets us apart from competitors)​ … and give consumers/trade the confidence​ to choose Australian Southern Rock Lobster​ and pay a premium for it.​