Media Campaign: National Barramundi Day | Papaya PR


News PR, Hospitality PR, Recipe PR, Social Media Marketing, Media Photography, Recipe Photography, Event Photography, Media Event, Advertising, Media Campaign

Despite its indigenous name, 60% of barramundi is imported. Surprisingly, nearly half of Aussies don’t know where their barra is from!

For this reason, to combat the misinformation and confirmation, Papaya created Australia’s first national Barramundi Day for our national patriotic fish. This included a multi-faceted social media, PR and paid media partnership campaign.

The campaign scored 40 restaurants serving barramundi specials across the country at fabulous restaurants including Catalina Rose Bay, Rick Shores and The Oaks.



As a result of our media campaign we gained exceptional coverage on major publications. These included a Good Food Australia column, Daily Telegraph, local newspapers, 2GB radio Morning show segment, Hospitality Magazine column, Channel 7 Sunrise Weekend, Today Tonight, Eat Drink Play. Furthermore over 100 national radio stations spoke about National Barramundi Day.


Hosted an exclusive media event lunch with one of Australia’s most recognised celebrity chefs, Matt Moran at his iconic restaurant, North Bondi Fish. Over 20 journalists attended the lunch. They hailed from Australia Women’s Weekly, Women’s Day,, Weight Watchers, 9 Honey Kitchen, Daily Telegraph, Sunday Telegraph. Also in attendance were influencers such as health influencer, Jessica Sepel.


Performed three photoshoots, including high impact media images of Matt Moran, high quality images of recipes created by celebrity chefs Matt Moran and Giovanni Pilu and media event photography.

Media Partnership

We partnered with and placed a branded recipe gallery of 13 delicious Australian farmed barramundi recipes on the website’s homepage. As well as this, there was also branded banner ads that led to the campaign’s website. Taste’s home page receives over 4 million home page views a month.

social media

Received over 121 social media posts mentioning National Barramundi Day and using the campaign hashtag #askforaussiebarra published by Matt Moran, media, restaurants and local Aussies celebrating the day. Besides our own posts there were also 86 Instagram and Facebook static posts. These promote National Barramundi Day by using our supplied graphics, #askforaussiebarra hash tag or tagging @australianbarramundi pages.


Hospitality Outreach

We outreached to our network of Australia’s best restaurants to participate in National Barramundi Day. Nearly 40 top chefs and restaurants across the country served innovative barramundi specials for lunch and dinner on Friday, 18 October. These restaurants included Guy Grossi’s Florentino, Jerry Mai’s Bia Hoi, Shane Delia’s Maha East, Rick Shores, all eight Sakés in the Rockpool Dining Group, Catalina Rose Bay and Pilu.

With a fantastic ambassador, delicious recipes and incredible partner restaurants, Papaya created a diverse media campaign by pitching different angles. Consequently we secured coverage about National Barramundi Day in high tier consumer publications, trade, local newspapers and popular recipe resource platforms.

From our extensive hospitality outreach, we were able to leverage these relationships and collect over six recipes to share with media and promote National Barramundi Day. Due to this we performed two high quality recipe photo shoots with Matt Moran and Giovanni Pilu. As a result, these recipes and images were shared to media and received wonderful coverage on Australia’s leading recipe websites including 9 Honey Kitchen and Australia’s Best Recipes.

Head chef from pilu pours final broth over dish for media in Campaign
Matt Moran with barramundi farmers for media event during campaign against white wall
Flatlay of Barramundi dish on marble table top in preparation for media in national barramundi day campaign
Matt Moran Holds fish lengthwise in front of wall smiling PR Awards
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