A huge win for Clemenger BBDO Sydney – Seafood Industry Australia

Clemenger BBDO Sydney has won the pitch for the creative account for Seafood Industry Australia (SIA), the sector’s national peak body. The win is especially sweet as the fight to win was fierce.

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 chief executive officer, Veronica Papacosta, stated. “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.”

Veronica Papacosta

Seafood is embedded in both Australia’s culinary heritage and its lifestyle. 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,” noted SIA media and communications manager, Jessica McInerney.

“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,” Clemenger BBDO Sydney chief executive officer, Pete Bosilkovski, added. “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.”