Tassal, a trusted name in fresh Tasmanian Salmon is making a huge splash across an integrated brand platform as it extends its brand reach to now encompass prawns and barramundi, shifting to a new brand position ‘Tassal – It’s Australian For Seafood’.
Working alongside Kantar, Tassal identified there was an opportunity to seize the moment when acquiring Cone Bay Barramundi. With strong awareness of the Tassal brand, there was a chance to cement its position in seafood, and in turn, it has also rebranded the Tropic Co Tiger Prawn brand to Tassal Tiger Prawns.
With the Tassal Masterbrand shift, there was an opportunity to celebrate each of the protein variants with their own creative, starting with the launch of a new Tassal new salmon campaign. This is part of an integrated campaign with an audience-first approach across key media channels in multi-format OOH, BVOD, High-Impact Display, Social and Search, paired with PR, ambassadors, influencer, and owned media activations.
‘It Must Be Tassal’
Research conducted by Kantar[1] demonstrated that people think of salmon as a delicious and nutritious food – whether it be naturally smoked cooked fillets, fresh fillets, or smoked salmon slices – but it is often considered only for special occasions. Tassal wants to get Australians thinking about salmon as an everyday protein, to make delicious and more interesting meals.
As part of the above the line approach, Tassal worked alongside Host/Havas to create a new brand platform for Tassal salmon – ‘It Must Be Tassal’.
To bring the platform to life and strengthen the awareness and love for the Tassal brand, the campaign asserts its quality and premium credentials with a bold creative message, amplified in equally bold media placements.
The creative plays on the premise of ‘he’s/she’s/they’re on salmon’, with Tassal’s hero character in the film taking his place in a synchronised swimming troop.
Tassal Head of Sales and Marketing Matt Vince says: “Tassal has proudly produced delicious and nutritious Tasmanian salmon for Aussies for over 30 years. Our research with Kantar revealed that Australians see Tassal as one of the most powerful proprietary brands in the fresh protein category in Australia. It boasts very strong demand power when measured against 15 key category competitors. So, it made sense to extend this brand love across all proteins in our group. We’re thrilled that all our Australian grown species, including our vibrant Australian Tiger prawns and new delicious West Australian Ocean fresh Barramundi from Cone Bay, Western Australia, will be part of the Tassal range. We can’t wait to see a sea of blue in retailers, and are thankful to our agency village for the work to bring the brands to life across our integrated campaigns”.
Brand ambassadors will also bring the campaign to life, with celebrity chef and restaurateur Guy Turland, and well-known dietitian Susie Burrell continuing to work alongside the brand as ambassadors, as it extends the reach across all species.
A Tassal prawn creative release will be seen in above the line media in the coming months. Tassal has also updated its owned assets, with a new website design to support salmon, prawn and barramundi inspiration at tassal.com.au.
Tassal’s nutritious range of Australian seafood products are available for purchase at all major grocery retailers nationally.
[1] Kantar Brand Equity study conducted in November 2022 with n = 804 respondents who purchased seafood in grocery channel in the last six months. Brand power is a measure of consumer demand for the brand, which gives us a prediction of the brand’s volume share, based purely on perceptions, absent of activation factors.