B2B PR Campaign: Australian Barramundi | Papaya PR


B2B PR Marketing Campaign

With 70 percent of seafood being imported into Australia and considering its association as Australia’s iconic white fish with an aboriginal name, Barramundi is at the core of this challenge with many consumers mistakenly believing that the imported fish is Australian.

To combat the growing risk to the longevity of the industry, the Australian Barramundi Farmers Association (ABFA) selected Papaya for a multi-faceted campaign that travels across the retail and restaurant trade to the consumer calling for Australians to Ask for Aussie Barra! #askforaussiebarra

Now that’s a catchy campaign!



Media coverage was secured with interviews resulting with ABC News, 2GB radio, Studio 10 and Good Food resulting in a consumer reach in excess of 500,000

Chef Event

How likely would you be to feature Australian Farmed Barramundi in the next 6 months?
Before – Definitely 45% / probably 52%/ Definitely not 3.45%
After – Definitely 70% / probably 30% / Definitely not 0%


The digital recipe book saw over 1,000 downloads in three months


Papaya sources, designed and created a digital recipe book using recipes from influential chefs


Papaya hosted two events in Sydney and Melbourne with some of the industry’s best chefs and media to encourage them to showcase Australian barramundi in innovative ways. These secured attendance and relationships with chefs from Chin Chin, Catalina’s, Johah’s, the Hilton, Rockpool Group and more. Media included Good Food’s Sydney Morning Herald, Broadsheet, Delicious, Gourmet Traveller, Studio 10, Channel 7.

man holding barramundi
Chef holding cooked barramundi for Campaign marketing #askforaussiebarra
Launches and Events Someone pouring a fish broth from a teapot onto a Barramundi Dinner for their B2B Campaign Event
Farmer holding Barramundi for B2B Campaign
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