AUSTRALIAN BARRAMUNDI
B2B PR Marketing Campaign
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!
RESULTS
Coverage
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%
Trending
The digital recipe book saw over 1,000 downloads in three months
Content
Papaya sources, designed and created a digital recipe book using recipes from influential chefs
HOW WE GOT THERE
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.
