Marketing Featured ANZ

AU seafood industry’s newest campaign breaks notion that seafood is hard to prepare

Sydney, Australia – To promote an increased patronization of local seafood consumption, the nation’s body for seafood industry representation Seafood Industry Australia (SIA) has launched a nation-wide campaign to help the nation’s seafood industry recovery and survival.

The campaign, titled “Great Australian Seafood, Easy As,” is focused primarily on the pilot TV commercial release of the campaign, which depicts a man encouraging Australian consumers to change perspective on seafood, as there are more culinary possibilities in preparing seafood. The campaign will span 12 months and will be aired across various platforms, including regional and metro TV, streaming platforms, and out-of-home (OOH) advertising.

An additional campaign, called Great Australian Seafood, is the seafood body’s newest flagship brand, which will include the launch of the new brand identity including logo and name, consumer-facing website, and social media platforms

For SIA media and communications manager Jessica McInerney, the recent campaign aims to raise awareness among Australian consumers about how easy seafood preparation is, and how diverse the choices are.

“The campaign has been structured to influence and inspire consumers to add more Australian seafood into their diets. We want to break the mindset of consumers thinking cooking seafood is hard to cook, by reminding them it’s actually ‘Easy As’, McInerney stated.

She added, “Consumer support for domestic produce is high in the wake of coronavirus, and behavior is shifting to prioritize locally grown and made products. There has never been a more timely opportunity for us to launch our consumer brand campaign and we are excited to join consumers as they reevaluate their purchasing routines and where Australian seafood is positioned in their minds.”

The campaign, which has garnered support from the Australian government, will extend help to everything under the local seafood sector, from fishers, processors, and the food services sector.

“It’s been an incredibly tough year for Australia’s seafood sector and they need our support. The seafood industry was the first and worst hit when export markets virtually shut down overnight at the start of the COVID-19 pandemic. Fortunately, every Australian can play a role in helping our fishers, and it’s as simple as eating some Aussie seafood. That’s a win-win for all of us,” said Assistant Minister for Forestry and Fisheries Jonno Duniam.

Technology Featured ANZ

Adludio afoot on AU market through ad-tech Inskin Media

Sydney, Australia – Mobile advertising company Adludio is expanding its presence to the Australian market by forging a new partnership with ad-tech company Inskin Media, bringing Adludio’s ad unit accessible for Australian marketers.

Adludio’s services revolve around interactive mobile advertising that helps users engage in ad campaigns. This then allows marketers to collect anonymous audience engagement data, which is then fed to Adludio’s algorithm to deliver high engagement rates across mobile devices.

On the other hand, ad-tech Inskin Media focuses on providing multi-screen display advertising. Itmerges design and technology to promote clientele ad campaigns across online publishers and websites, which scopes under the umbrella of mobile advertising.

“This partnership with Inskin Australia is a testament to our constant evolution and development of Adludio in the APAC region. Through this partnership with Inskin, we’ll be able to present innovative Australian advertisers with a more robust offering to engage mobile audiences in the region,” Adludio CEO and co-founder Paul Coggins (left of banner picture) said.

For Inskin Media APAC General Manager Georgia Woodburne (right of banner picture), the recent deal means bringing more opportunities to Australian marketers to create more immersive ad experiences for their mobile audiences.

“We share the same values and both believe in the importance of a well-designed, outstanding creative. Becoming Adludio’s exclusive reseller is a fantastic commercial opportunity for both parties,” Woodburne stated.

Marketing Featured Southeast Asia

Food Philippines movement seeks to introduce PH food to AU mainstream market

Sydney, Australia – The Philippine Trade and Investment Center, based out of Sydney, announced the launch of the ‘Food Philippines’ movement in order to promote Filipino food to the Australian mainstream market.

The movement is made possible by two collectives aimed at promoting Filipino cuisine to a much larger consumer base. The first is Entree.pinays, a collective of Filipina entrepreneurs that educated the Australian public on Filipino produce value, while the second one is Filipino Food Movement, Inc., a group of Filipino individuals aiming to put Filipino cuisine on the global scene.

Originally started out as a B2B partnership with Australian buyers and Filipino exporters, the Food Philippines movement started running in September and will end in December this year.

Some of the featured products include the following: Mama Sita’s Sinamak and Suka’t Sili vinegar, Jimalie’s organic coconut milk, Roaster Juan’s Premium Coffee, Miki’s Purple Yam Powder, Soyuz Calamansi, and Mama Sita’s Barbeque sauce.

The movement is also supported by the Export Marketing Bureau, the Department of Trade and Industry’s export management arm in the Philippines.