An appetising brand creation: Australian Prawns
The Australian Prawn industry is worth close to $400 million annually. Despite this, prawns are a poorly marketed, commoditised category where approximately 60% of the product is imported; and the imported product sells at a much lower price than Australian prawns.
Although an iconic Australian product, prawns are not top of mind with Australian consumers. Prawns have long been regarded as an expensive, Summer, special occasion product with its two main eating occasions being Christmas and Easter. A heavy prawn consumer eats prawns just four times a year. There was a need to increase value and volume for Australian prawns by increasing their desirability and consumption occasions.
Brand Council was engaged by the Australian Prawn Industry to give Australian prawns a special place in the eating habits of Australians, and in doing so align the wild catch and farmed prawn industries behind a common purpose.
Brand Council developed a brand strategy to engage shoppers, including a distinctive, memorable iconic brand symbol for Australian prawns. A brand identity that encapsulates a compelling emotional platform and personality that’s unique to Australian prawns, with an image that works in the heart and mind to give more presence and prominence to prawns. Brand Council also developed the launch campaign to ‘re-launch’ Australian Prawns into fishmongers and supermarkets with a merchandising led approach, making Australian Prawns the first to visually dominate the fishmonger retail channel.
As a result, the Australian Prawn Industry is now a unified industry. There is strong engagement with Coles and Woolworths, pricing has become more representative of the high-quality product and consumers are aware of Australian vs International Prawns.