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SYDNEY AGENCY THE CREATIVE CATCH FOR AUSSIE SEAFOOD Clemenger BBDO Sydney has been appointed to the creative account for Seafood Industry Australia (SIA), following a “highly contested competitive pitch”. According to the marketing communications company, it 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 is expected to deliver a “much needed” boost to an industry hard hit by the collapse of its foodservice and export markets in the wake of Covid-19. “We’re thrilled to be working with the Clemenger BBDO Sydney team,” SIA CEO Veronica Papacosta said. “We saw some very compelling pitches, but Pete’s \[Clemenger BBDO Sydney CEO Pete Bosilkovski’s\] team nailed the brief and will be a valuable extension of our team as we bring the campaign to market.” Australian seafood is iconic but not yet a brand, SIA says, with the new creative platform and campaign marking the first time the industry has embarked on a national program to establish Australian seafood as a distinct brand in its own right. “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,” SIA Media and Communications Manager Jessica McInerney said. “Now is the right time for us to bring the Australian seafood brand to life.” Mr Bosilkovski says this is “a brilliant win” for his company. “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,” he said. “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.” MARKETING NEWS UNCOVERING THE SALES POTENTIAL OF WASHABLE, REUSABLE MASKS My Medical Supply is promoting its “innovative creation” of washable and reusable masks that it claims are better for the environment and safer to wear compared with the “cheap disposable masks flooding the market”. “Consumers are fast changing to a mask they can use over and over as it’s far more cost effective and safer,” General Manager Bill Leane said. “The My Medical Supply range is available in eye-catching packaging and includes free display stands.” All masks include a soft 100 per cent cotton inner layer for comfort. The masks have sewn- in filters and are said to provide “maximum protection”. My Medical Supply says retailers are selling big volumes from its display stands that take up minimal space. Units are available with two, four, six, eight and 10 pegs. The Premium mask (RRP $24.99) comprises seven layers with a five-layer filter. The Tradie (RRP $19.99) and the Aussie (RRP $18.99) masks comprise five layers with a three-layer filter. A 10 per cent discount is offered for all opening orders for display-stand stock, and free stands with all orders over 96 units My Medical Supply, an accredited Metcash charge-back supplier, is dealing with other buying groups or will deal direct. SEP, 2020 RETAIL WORLD 21