Juicebox has launched this innovative digital campaign in collaboration with StackAdapt for Austral Fisheries’ Karumba Banana Prawns.
Riding on the success of a bumper banana prawn season, Austral secured an exclusive supply deal with Woolworths, marking a strategic move to capitalise on the higher volume of stock available.
Recognising the need for market motivation and the immense potential during the festive season, with Christmas being the peak time for prawn sales in Australia, the campaign aims to tap into the cultural tradition of prawns being the centrepiece of the family meal on Christmas Day.
Identifying the primary target audience as Millenials planning for the Christmas Day meal, Juicebox formulated a creative approach inspired by the viral phenomenon of ‘Big ‘D’ Energy’. Leveraging this cultural reference, Austral invited the audience to embrace ‘Big Prawn Energy’ with the help of ‘Prawn Davidson.’ The art direction is inspired by traditional fishmonger sign writing, adding a touch of authenticity to the overall visual appeal.
In a strategic collaboration, Juicebox partnered with StackAdapt for a targeted programmatic display campaign with a dynamic store locator. The ads pull data from users’ locations and seamlessly direct them to the nearest Woolworths via google maps, creating a streamlined and efficient pathway to purchase Karumba Prawns.
Paired with social media channels, the campaign aims to engage the target audience and drive direct sales of Karumba Prawns over the holiday season.
General Manager – Sales & Marketing: Dylan Skinns
QLD Business Development Manager: Jay Shoesmith
Account Director: Hayden Garrard
Strategic Planner: Melissa Crompton
Creative Director: Adam Oliver
Copywriter: Ellysia Burton
Senior Motion Designer: Rachel Thwaites
Digital Strategist: Elaine Sutrisna
Character Illustration: High Score Creative
Digital Display Advertising: StackAdapt
Social Media Advertising: Meta