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!
Before – Definitely 45% / probably 52%/ Definitely not 3.45%
After – Definitely 70% / probably 30% / Definitely not 0%
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.
CLICK BELOW To find out what we can do for you