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‘Great Australian Seafood, Easy As’: Australia seafood industry launches national brand and consumption marketing campaign

Seafood Industry Australia (SIA), the national peak-body representing the Australian seafood industry, has launched the first whole-of-industry marketing campaign, supported by the Australian Government, to promote Australian seafood and unveiled the nation’s flagship brand, Great Australian Seafood

Assistant Minister for Forestry and Fisheries Jonno Duniam said encouraging more domestic consumption of Australian seafood was important for the industry’s survival and recovery through the COVID-19 crisis.

“It’s been an incredibly tough year for Australia’s seafood sector and they need our support,” Assistant Minister Duniam said.

“The seafood industry was the first and worst hit when export markets virtually shut down overnight at the start of the COVID-19 pandemic. 

“Fortunately, every Australian can play a role in helping our fishers, and it’s as simple as eating some Aussie seafood. That’s a win-win for all of us.

“This campaign will support all sectors of the seafood industry, from fishers and processors, through to those in the foodservices sector, and it will provide a much-needed boost to ensure we have a strong, sector-wide recovery.

“We are incredibly lucky here in Australia to have the best seafood in the world. Australians can have the utmost confidence in the supply and quality of our locally produced, premium seafood.

“Make sure you do your best to buy Australian, to support the producers who are supporting all of us and enjoy some Australian seafood – it’s Easy As.”

“Earlier this year, the Coalition announced a $4 million marketing grant, funded by the Australian Government under the $1 Billion COVID-19 Relief and Recovery Fund to deliver a much needed boost to our industry,” SIA CEO Veronica Papacosta said. 

“On behalf of our members and the entire Australian seafood industry, I would like to thank the Coalition for their support towards this campaign, and unwavering support throughout the pandemic. 

“This campaign is led by industry, for industry, to promote domestic sales and provide a boost to the entire Australian seafood industry supply chain as we recover.”

The campaign, which premiered on November 8, sees the industry establish its first whole-of-industry brand similar to Australian other key protein and agricultural products.

“We’re incredibly excited to launch the Great Australian Seafood brand along with our ‘Easy As’ campaign,” SIA Media and Communications Manager Jessica McInerney said.

“The campaign has been structured to to influence and inspire consumers to add more Australian seafood into their diets. We want to break the mindset of consumers thinking cooking seafood is hard to cook, by reminding them it’s actually ‘Easy As’.

“Consumer support for domestic produce is high in the wake of coronavirus, and behaviour is shifting to prioritise locally grown and made products. There has never been a more timely opportunity for us to launch our consumer brand campaign and we are excited to join consumers as they reevaluate their purchasing routines and where Australian seafood is positioned in their minds.

“The campaign celebrates Australian Seafood, its ties to Aussie culture, and importantly encourages each and every Australian to eat more Aussie seafood. We’ve tapped into what makes us Aussies, Aussies, and we hope people will have a laugh and of course, throw another prawn on BBQ.”

The 12-month campaign includes consumer-facing advertising across all regional and metro TV and streaming platforms, out of home including shopping centres, street furniture and roadside, digital activations and partnerships. It also includes the launch of the new brand identity including logo and name, consumer-facing website and social media platforms.

“We’re realistic about what we want to achieve and the timescales required,” Ms Papacosta said. 

“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. We want to inspire a generational shift in attitude towards seafood consumption and with that industry. We want to continue to tell our incredible industry’s story well into the future.

“SIA was created with the mandate to promote, protect and develop the Australian seafood industry with the support of industry and the Federal Government, and we have been able to do just that.”


For more information or to organise an interview with SIA CEO Veronica Papacosta please contact SIA media and communications manager Jessica McInerney [email protected] or 0420 695 431.