The Taste the Wild, Australian Wild Prawns campaign has reached 24 million Australians since April 2022.
In tough market terrain in 2024-2025, our goal is to call on 15 million Australians to taste the wild in Australian Wild Prawns.
This is what is planned in each part of the campaign
Part 1: Social Media (Winter 2024 – Winter 2025)
2024 – 2025 Target: Metro and regional people interested in seafood and cooking.
Content: ‘Taste the Wild’ campaign video, provenance stories, recipes, chef stories and profiles, nutrition info, advertising around perimeter of retailers. International locations
2023 – 2024: 3.9million Australians reached since September 2023 and 575,000 on Youtube.
2022 – 2023 results: 2.7million reached people on Facebook, Instagram and Youtube. The main “Taste the Wild” campaign video had 623,000 thruplays* on Facebook and 113,652 on Youtube.
*thruplay = video/ad watched for 15 sec or more.
Part 2: In-store point of sale collateral - seafood retailers (Spring 2024)
2024-2025 Target: Seafood consumers in 200+ metro and regional retailers, spring 2024.
2023 – 2024: Ice stabbers, cabinet stickers, posters, recipe cards in 235 stores. Estimated reach 350,000.
“Thanks have all around shop. Looks great.”, Arabon Seafoods, Qld. “Awesome guys….you really do a great job with your content!! Have a great Christmas.” Clayfield Seafood Market, Qld
2022-2023 results: Cabinet stickers, door stickers and posters shipped to stores in September resulting in consumer scans of all collateral. Reach greater than 10,000.
Part 3: In-store – major supermarkets (Summer 2024)
2024 – 2025 Target: Seafood consumers in major supermarket/s, summer 2024-2025
2023 – 2024:
Woolworths: Digital screens behind 185 Woolworths seafood deli counters 13 – 20 December.
Reach: 1.4million customers instore and online and a further 1.5million via social media targeting within 1-3km radius of stores with screens.
Coles: December magazine 1 page ad (92 of 232)
Reach: 5million Australians via a magazine in their homes
2022 – 2023 Results:
Coles Magazine full page ad, December 2022 with reach of 5million including online campaign.
Cabinet stickers in store in Woolworths 2 weeks December + 2 weeks January seen by 920,000 shoppers attracting 82,000 new wild prawn consumers
Part 4: FRDC/ACPF Project working with food service running in parallel.
Target: Australia’s food service sector
Status: Module-based videos promotion through hospitality, wholesale ordering and social media channels.
See the campaign now:
The detailed plans for the campaign are confidential.
Thank you for keeping them under wraps amongst those you trust.
Who is behind this campaign?
We thank each and every contributor to date whose organisation and/or vessel names are listed below:
- Fishery Entities -
- Seafood Wholesalers & Retailers -
- QLD: the proud owners of vessels -
FV Achiever
FV Advantage
FV Ambition IV
FV Avenger 1
FV Benjamin
FV C – King
FV Capricorn
FV CP Jane
FV Crystal C
FV Crystal Enterprise
FV Crystal J
FV Danny B
FV Eastern
FV Edweena II
FV Emma
FV Fiora
FV Gulf Rose
FV Gunsynd
FV Jacquelene C
FV Janntone
FV Joseph M
FV K Vern
FV Kelana
FV Kmaree
FV Lady Moreton
FV Larissa E
FV Maddison
FV Marvan
FV Maxim
FV Millennium II
FV Miss Anita
FV Miss Macleay
FV Mundarra
FV Murchison
FV Ocean King
FV Ocean Sun 2
FV Peg 2
FV Proteus
FV Relentless
FV Reward 2
FV Roden Lee
FV Rosen C FV Sea King
FV Seabreeze
FV Serenity
FV Silda
FV So Gracie R
FV Somatina
FV Southern Intruder
FV Steven C
FV Torakina
FV Tweed Seaker
FV Ventura
FV Wandering Star
Trouble Free Trawling
- Government -
Are you with us in 2024 - 2025?
The more campaign contributors, the more we can do.
To make a difference we’re asking for 3.5c/kg of your prawn catch or for smaller vessels, $500 a boat.
Tell us what you’d like to do.
What have others said about this campaign?
★★★★★ 5/5
“To be able to highlight our Wild Caught Prawns with the new “Taste the Wild” campaign will be a game changer and is something we can’t afford not to do.”
★★★★★ 5/5
“We’ve got no option – keeping a premium for wild prawns is what we need to do when fuel prices are double and farmed prawn marketing is well funded.”
★★★★★ 5/5
“We’ll be playing to our strengths with this branding.”
About Us
Who are we? We’re the Australian Council of Prawn Fisheries (ACPF). Our members are all of Australia’s prawn fisheries and some chain members. We invest research funds for fishers under direction from our members. Our most recent and very public project is the Australian Wild Prawns project aimed at improving trust and recognition for the Australian Wild Prawn industry amongst the community. It reached over 9 million Australians.
For all enquiries contact:
Rachel King
Executive Officer, ACPF
M: 0425 237 566
E: rachel@australianprawnfisheries.com.au
Privacy
All information will be retained by the Australian Council of Prawn Fisheries for the purposes of administering the campaign to differentiate Australian Wild Prawns and will not be released to any other entity or for any other purpose.
*ACPF/FRDC Project 2021/092: “Assessing effective approaches to engaging the food service sector” will run in parallel but is funded separately through research funds.