2007 – 2008
Tired of getting the raw prawn from overseas importers, the Queensland Seafood Marketers Association launched a campaign in 2007 to get Far Northern prawns on tables across the state.
QSMA’s Endeavour Prawn marketing campaign was the first promotion of its kind to specifically target a specific prawn species to the seafood consumer market in Queensland. This led to an awareness of the species for its flavour and price competitiveness and was extremely successful in creating demand which subsequently led to an increase in return to prawn fishers.
Total Campaign Budget:
2010 – 2012
Queensland prawns for Queensland week was an initiative of the Queensland Seafood Marketers Association and the Australian Prawn Farmers Association. The campaign began in 2010 with a website, Facebook page, Youtube video and on Twitter After generating sufficient publicity for a small budget in 2010, it was decided in 2011 to use a more retail oriented approach – to see just how inclined people would be to purchase prawns outside the traditional Christmas and Easter periods.
Total Campaign Budget 2010 & 2011:
2013 – present
The Love Australian Prawn Campaign is the first united national marketing campaign for an entire seafood category funded by voluntary contributions from producers.
It had its beginnings in a co-operative project between the APFA and the QSMA, and the QSMA has kept a presence on the LAP Steering committee, participating in strategy development and implementation.
The strategy, which has been in place for 4 years has achieved much for producers:
The Love Australian Prawns campaign won the Best Seafood Promotion at the 8th National Seafood Awards and continues to add value in better long term prices for producers.