$4 million national seafood marketing campaign approved
Seafood Industry Australia’s (SIA) plans to promote local seafood have been supported, with the Federal Government providing $4 million for a national marketing campaign to promote Australian seafood to the nation.
The campaign follows growing calls from consumers to buy more local seafood.
SIA interim chief executive officer, Veronica Papacosta said Deputy Prime Minister Michael McCormack, Agriculture Minister David Littleproud, Assistant Minister for Fisheries Senator Jonno Duniam and Queensland Liberal Senator Paul Scarr had all signed off on the marketing funds.
“This funding will allow the Australian seafood industry to deliver a 12-month national awareness program designed to provide a much needed boost to the Australia seafood industry and the supply chain that supports it, including retailers and foodservice as we recover from the impacts of COVID-19.
“Australian seafood is iconic, but it is not yet a brand. This campaign represents the industry’s move to establish Australian Seafood as a brand in its own right, and we couldn’t be any more excited to promote Australian seafood to Australian consumers.
“Post-COVID-19 we’re noticing a change in Australian consumers and they’re prioritising Australian produce. This provides us with a wonderful opportunity to position our clean and sustainable Australian seafood to domestic consumers, as they adjust their purchasing behaviours and prioritise the importance of Australian origin.
“The need for trust and confidence in our food sources, supply-chains and long-term resource sustainability is more necessary than ever before,” Veronica said.
SIA will soon announce the successful advertising agency partner, with the campaign launch scheduled for Spring 2020.
Along with a consistent national message, the Buy Australian Seafood campaign will also provide flexibility for each State to develop co-operative advertising programs to leverage on the overarching message.