Anthologie has delivered a new campaign for Austral Fisheries, the world’s first and only carbon neutral seafood company, with a commitment to safeguarding the future of our oceans and marine life and giving consumers the ability to choose ethically sourced, carbon neutral and sustainable seafood.
“Our oceans are making headlines for all the wrong reasons, from problems caused by over-fishing, rising temperatures and an ever-growing sea of plastic waste. These are all issues that can’t be solved overnight, but Austral Fisheries is determined to make a difference, said Amy Sutton, Anthologie Managing Director.
“Being able to work with an Aussie brand that’s truly leading the way is an incredibly exciting opportunity – and Anthologie is proud to be the creative agency behind Austral’s latest campaign. We’re passionate about working closely with people who share our drive to create a better future, and these are seriously passionate guys. It’s hard not to be inspired,” said Sutton.
The fully integrated campaign ran throughout the Christmas season, promoting both Austral’s Karumba banana prawns and their sustainability initiatives. Available exclusively at Seafresh stores, Karumba banana prawns come in 5kg boxes complete with world-first RFID tagging technology, meaning customers can track the journey of their prawns from ocean to plate.
Anthologie created a brand positioning to cement Austral’s place as a market leader in quality and sustainability, with the Seafood for Good campaign supporting Austral’s social and environmental leadership. This was supported by an immersive digital experience that encouraged greater education around ethically-sourced seafood, and allowed people to vote for the initiatives that mattered most to them. These messages were also reinforced through in store and through social, print and outdoor.
“We have loved working with the Anthologie team throughout this whole creative process. The alignment of our values has been key to building rapport and creating a positive and engaging experience for customers over the Christmas period,” said Austral Fisheries CEO David Carter