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Seafood Industry Australia appoints Clemenger BBDO Sydney to lead consumption campaign

Clemenger BBDO Sydney has been appointed to the creative account for Seafood Industry Australia (SIA), the iconic sector’s national peak body, following a highly contested competitive pitch.

Clemenger BBDO Sydney will develop and establish the Australian Seafood brand and launch a creative platform as part of a $4 million marketing campaign to encourage consumers to eat more Australian seafood. The campaign has been funded by a Federal Government grant and will deliver a much needed boost to the industry which was hard hit by the collapse of its foodservice and export markets in the wake of COVID-19.

“We are thrilled to be working with the Clemenger BBDO Sydney team,” SIA CEO Veronica Papacosta said.

“We saw some very compelling pitches, but Pete’s team nailed the brief and will be a valuable extension of our team as we bring the campaign to market.”

Australian seafood is iconic, but it is not yet a brand. The new creative platform and campaign marks the first time the industry has embarked on a national program to establish Australian Seafood as a distinct brand in its own right. Key species under the new brand will be: fin-fish including salmon, tuna, barramundi and seasonal white-fish, lobster, prawn, oysters, abalone, crab and mussels.

“The team at Clemenger BBDO Sydney showed an in-depth understanding of both our sector and our markets, exceptional creative work and a passion for developing the Australian Seafood brand,” SIA media and communications manager Jessica McInerney said.

“Now is the right time for us to bring the Australian Seafood brand to life and we are excited to partner with Clemenger BBDO Sydney to do this.”

“This is a brilliant win for Clemenger BBDO Sydney. The Australian seafood industry has been hit hard by COVID-19, so the opportunity to create a new brand and encourage Aussies to eat more Australian seafood is the dream behaviour change brief. The creative bar has been set very high by the other proteins and we look forward to achieving similar success for Seafood Industry Australia. It’s challenging to win an incredible opportunity in normal times, throw in COVID-19, and it really took a gargantuan team effort. I’m exceptionally proud of the entire team and thrilled to partner with Veronica, Jess and the team at Seafood Industry Australia to help realise their ambitions of getting more Aussies eating Australian seafood,” Clemenger BBDO Sydney CEO Pete Bosilkovski said.