Tassal encourages Aussies to eat more salmon in new spot via The Shannon Company, Melbourne
Australian salmon producer, Tassal, has embarked on a national marketing push focused on increasing salmon preference and consumption in Australia.
The campaign launches with advertising across television, print and online with support from public relations and social media via The Shannon Company, Melbourne.
The commercial, which aired last night, highlights the freshness, versatility and healthiness of Tasmanian-grown Atlantic Salmon. Essence Media is managing Tassal’s media buy.
Says Caroline Hounsell, senior marketing manager at Tassal: “Tasmanian salmon 
is incredibly versatile and the perfect choice for so many meals. Our campaign showcases this versatility and is designed to educate Australians on how quick and easy salmon is for everyday eating.
“The campaign will become a key value driver in the strategy to build consumption and brand awareness.”
Says Chris Dewey, creative director at The Shannon Company: “The campaign creative shows how salmon is easily included in a wide range of recipe favourites and for many different social occasions.”
Public relations will be managed by cross-media agency Keep Left, who will implement an ongoing PR, publicity and blogger outreach program that promotes Tassal salmon as a healthy and versatile protein option, as well as the company’s sustainability credentials.
Tassal Senior Manager Marketing: Caroline Hounsell
Tassal Assistant Brand Manager, product development: George Dimkin
Tassal Assistant Brand Manager: Minja Podvorac
Agency: The Shannon Company, Melbourne
Creative Director: Chris Dewey
Business Director: Elisa Goethals
Business Manager: Natella Riftin
Producer: Jo Theoharis
Director: Rey Carlson (Playbig)
Producer: Simone Adamson
Post Production: Method Studios
Music: Bradyworks
Media: Essence
PR: Keep Left
32 Comments
This will be like shooting fish in a barrel
Worked for me, had some for lunch. Delicious!
On the plus side, the bloke in the black & white checked shirt looks just like a young Robert de Niro at some angles. I’d like to see the Norwegians afford that!
Nice food shots.
Has yum appeal.
But doesn’t make the case why I ought to pick Tassal over the next brand when I go shopping.
I love smoked salmon with some fresh lemon juice and some cracked pepper.
I don’t like to add much more as it tends to impairs the flavour somewhat.
what a load of shite this ad was.
I like salmon with a small amount fresh mayo and cracked pepper.
It pales by comparison . . .
http://www.youtube.com/watch?v=5n4xXc25wPE
The Shammon Company?
Now this is how you advertise salmon.
http://www.youtube.com/watch?v=rPZNjtODzFI
2:08PM, your Mensa membership card is on its way.
Can knock up a great salmon salad in 30 seconds.
Why do all the best chefs have 2 first names?
Please tell me they’re not chanting “OOga Tassal Ooga Tassal” towards the end of the ad?!
Who’s idea was that?!
Does my bum look big in this?
Agree with Why Tassal? The VO even highlights it:
“There are so many reasons to get hooked on Tassal…”
But then doesn’t give a single reason.
A category job – maybe. But not a brand one.
Looks great – I think I’ll be having some salmon tonight! The food looks fantastic.
Wouldn’t normally comment on this sort of stuff; dull, uninspired and idea free. Might as well be 1980. What requires comment however is the woefully transparent comments supporting it. Seriously, this work is at a uni student level and shouldn’t be PR’d to the industry.
This isn’t uni student level. It’s way more senior and shite than that.
Well yes, the food does look good – but that should be a given in any ad for fresh food.
In the absence of any semblance of an idea, they should have just stopped there.
The lame attempt to knock lamb is particularly dumb. Perhaps they don’t realise that foodies who like salmon often also like meat as well.
Kudos to the food stylist. The rest of you…
There are some respected ad people connected to this project. You should be ashamed.
When I read the headline, my mind immediately went; “Feed your inner grizzly!”
Sadly, that opportunity was not seized here.
But imagine it: you could have had a family pulling the doors off someone’s campervan to get at the salmon within. The girl in the kitchen could’ve torn her boyfriend’s head off, then come back to the pulpy carcass three weeks later and eaten everything but his sports shoes.
Fuck that would have been epic.
A man on all fours, his back to the current in the middle of a raging stream, batting down flying fish as they attempt to scale the waterfall. He finally catches one in his teeth.
He’s seated at a dining table now, about ready to dig into a beautifully grilled slice when his mate, with a rare steak on his plate is tempted to reach across and stab a morsel of salmon with his fork.
Out hero sits up forcefully to block the move and growls with a wide open mouth full of teeth and a fierce roar to put his pal back in his place.
Salmon, for the bear inside us all.
Nice!
What if after the meal the waiter comes past remove his plate, but there’s a still a little bit of salmon on the side. Bear-dude stands up and with a swipe of his paw, takes the waiter’s bonce clean off.
Bear-dude runs outside, scampers up a power pole. Emergency services gather, put a trampoline at the foot of the pole, shoot him up the arse with a tranquilizer dart and bear-dude falls from the pole, onto the tramp, bounces high in the air and lands on his nose.
… just look at how many people were required to create this shite!
@Goldfish @Why Tassal
I’m not sure it is correct to slam the ad on the basis that it doesn’t do enough for the brand, as it is pretty clear that their aim, as stated by the marketing manager, is to grow the category ” . . . campaign will become a key value driver in the strategy to build consumption . . . ”
Without seeing the brief, it seems that they want to grow the pie, and figure by doing that even with the same share of the category it will be a good thing for them. Not a new strategy, but often a good one.
Even the release starts with the campaign being “a national marketing push focused on increasing salmon preference and consumption in Australia.”
Brand differentiators are few and far between in their category, so it makes sense to focus on salmon as a category alternative.
I don’t know if the ad is any good, the results will tell us that. but to knock the campaign for not pushing brand preference seems rough.
Can you have someone translate that into English? There doesn’t appear to be a plug-in for ‘marketingspeak’ that I can find on Google.
Salmon, it’s Australian for Fish.
Don’t be Un-Tasmanian. Eat Salmon, You know it makes sense.
There’s only two things that smell like fish, and one of them is Salmon.
Still reckon people exhibiting grizzly-like behaviour woulda rocked it.
Going home now.
@ Peter Bray
The proposition you put forth is perfectly valid if Tassal has a monopoly of the Salmon market and is completely distributed the broadcast markets and is heavily supported by in-store testers and special offers.
If not, it would just raise category demand.
The ‘moment of truth’ happens when the budget strapped shopper just pops the cheaper brand in the cart, which may not be Tassal.
Without bagging the agency in question or being too much of a pain, a differentiating reason would make better marketing sense.
To wit:
1- The waters off Tasmania is the least congested shipping lanes, hence cleaner waters, better salmon.
2- With one of the least populated places in the world, our salmon live longer.
3- If our salmon can bother swimming ten thousand miles to the best waters, you can surely pop down to Coles.
4- Why the Brits moved thousands of miles from home. Surely not the weather.
5- Eat them before the Japanese buy our island.
6-Even Bring out the Grizzly in you rises above the ho hum.
Oh Peter, don’t be an apologist for this flaccid, amateurish rubbish. You’re in production, aren’t you? You’re way out of your depth discussing the strategic and marketing issues bedevilling this crap. Surely there must be some sort of position a marketer can take on Tasmanian salmon, rather than doing a generic job. And then there’s the executional issues -the production bit…your bit…as a piece of advertising, it doesn’t get more middle-of-the-road and daggy than this.
@ Was hoping 11:20 am your idea makes me think of “Deliverance”
Does your soundtrack have banjos?
I eat a lot of salmon. I also play banjo.
I reckon you’re onto something there.
We’ve read your posts on a number of occasions, and we reckon there are allot of things that make you think of ‘Deliverance’.
Appropriating a great comedian’s name, doesn’t make you funny; well, not funny haha at least.
The really sad thing about this is that you, the client , had to pay a-not-so-fair sum of money for something that will do absolutely nothing to further the consumption of whatever the name of your salmon is, in Australia.
Yet, what can we expect when the Marketing Manager says: ” The campaign will become a key value driver in the strategy to build consumption and brand awareness.”
That statement, whatever the fuck that marketing rubbish-speak means, just shows how detached you and most marketers are from the people who may, or may not, buy your products or services.
Please try thinking for yourself rather than trying to remember what your tired old washed -up lecturer, at whatever uni/college you may have attended told you what to think.
Only then can you truly hold your head up-high and not be embarrassed by what you do for a living. All-in-all the ad is pretty terrible. If you don’t believe me, ask your loved ones.
And look them in the eye when you ask them.