Advertising is one of the fundamental tools of marketing. Advertising has been around for thousands of years and has been used to encourage, persuade, or manipulate audiences, usually consumers. Opportunities to promote fishing and aquaculture as a whole or as individual sectors is another area we are eager to gain insights on. In this discussion forum we asked for the industry's thoughts on whether there could be benefits for the fishing and aquaculture community if greater promotion of products occurred.

What do we mean when we talk about promotion (product advertising) in the industry?

When talking about promotion we mean direct advertising about the product or industry, using the actual product to do this.

Considerations discussed

Advertising for both products, for example Atlantic Salmon, abalone, prawns or brand or company can be of great benefit to those sectors and industry as a whole. It also delivers spill over benefits to the whole.

What are the types of advertising you use?

  • On package advertising
    - Merchandising
    - In store advertising
    - Online presence (through existing or new website)
    - Traditional media (newspapers, magazines)
    - Social media (Twitter; Facebook)
    - Competitions
    - Special events
  • Does advertising promote the industry as a whole?
  • What returns do you expect from advertising?
  • Inform consumers about the world class quality of Australian fish?
  • Educate consumers on the industry's sustainable practices?
  • Inform stakeholders about the superior quality of Australian fish.

A good example of product driven advertising includes:


These were some of the comments that emerged during the consultation:

Anthony Mercer
Submitted by Anthony Mercer on Sat, 2014-11-15 16:44

Growth of the seafood take up by consumers is of benefit to everybody in the industry - every sector

Renee Vajtauer
Submitted by Renee Vajtuer on Sun, 2014-11-16 16:54

Promotion of seafood to consumers (whether domestic/international) will directly promote the image of the industry. Support for product = support for industry = security of access

Sam Gordon
Submitted by Sam Gordon on Sun, 2014-11-16 17:00

Does advertising have a clear objective ie. Increase price/kg, Increase sales, Increase industry perception?

Michelle Wenner
Submitted by Michelle Wenner on Sun, 2014-11-16 17:01

Promoting health benefits, Promoting support by consumers for Australian businesses/communities/economy, Promoting Australian vs foreign product (ecological footprint)

Arthur Raptis
Submitted by Arthur Raptis on Sun, 2014-11-16 17:02

What would be the best promotional activity? Bang for bucks?

Peter Horvat
Submitted by Peter Horvat on Tue, 2014-11-18 15:59

Not one size fits all. Every industry sector may require different activities to achieve a cost effective model


Katherine Winchester Submitted by Katherine Winchester on Tue, 2014-11-18 14:15

What is covered in this that is not covered in Seafood trade, Seafood Retail, Image of Industry?

Claire Webber
Submitted by Claire Webber (not verified) on Mon, 2015-01-12 10:15

Austrlaian Lamb have released a very witty and funny ad for eating lamb this Australia Day. What could an Aussie Seafood ad look like?

Ben Hale
Submitted by Ben Hale on Tue, 2015-01-13 14:17

Prior to 2003 Lamb and Australia Day weren't connected. This is entirely the result of advertising and marketing. It's brilliant work and shows how effective sticking to a theme and using humour (the hardest of categories to execute) can be.

I think it's important to protect the traditional Australia day turf. I've been worried about Lamb's ascendancy in owning the day, and they're even having a go at Christmas as well.

But 20 million dollars a year or thereabouts for marketing allows you to do that.

Without losing focus on the bigger picture, should we consider ways to humourously challenge the Australia Day/Lamb connection? Or do we run our own race?

Michael Hirst
Submitted by Michael Hirst (not verified) on Tue, 2015-02-17 16:02

Using the health message to sell?
I am a commercial fisher and I read with great interest all your newsletters etc.
Unfortunately age is catching up with me and as a result I have had to consult all kinds of health professionals which include my local GP, heart specialist, dietician, a wholistic doctor and a naturopath. All recommend that I eat more fish which I support. I have been a fish eater all my life and most weeks my family and I eat fish at least twice.

What however does disappoint me is that all the health professionals I have consulted recommend that I eat Atlantic Salmon, one did mention Australian Salmon and Sardines. When I mentioned that I was a Fisher and asked about locally caught fish such as mullet, tailor and silver trevally the health professionals did not know much about them at all. My understanding of these fish species is that they are oily and presumably high in omega 3 and all the other good oils. The health people all of them all seemed to be ignorant of the qualities of our locally caught fish. They appear to be stuck in a rut referring to outdated studies.

I did some research of my own and uncovered some info re omega 3 oils and fish. It suggested Gemfish, Blur-eye trevalla, Blue Mackerell, Oysters, Arrow squid and Mussels.

Now there appears to be a lack of information regarding locally caught and cheaper varieties of fish. I see this as a marketing opportunity going begging. I have suggested mullet,tailor and silver trevally and there must be more species locally caught which would satisfy the requirements of a healthy seafood diet. The marketing opportunity would be firstly to put this information out to the medical people and secondly advertise the benefits of locally caught high omega 3 species to the general public.

Peter Horvat
Submitted by Peter Horvat on Fri, 2015-02-20 16:06

Hi Michael, thank you for the comment. Without question Omega'3s are a very strong selling point for seafood. And you are correct a lot of people take it for granted.

That said every day there are multiple stories in mainstream media talking about the health benefits. The sad bit is the seafood industry has not taken this free kick and done more with it.

On the FRDC website we have a list of the top species that have higher Omega'3. We also have links to a number of other resources. http://frdc.com.au/knowledge/seafood_and_health/Pages/default.aspx

The FRDC with our sister corporation have also developed a number of health related publications. We have been trying to push this through channels specifically targeting consumers and health professional – see http://www.fishfiles.com.au/wellbeing/Pages/default.aspx

As part of these we did a review with Curtin University of the Health benefits of seafood: A review of resources available to General Practitioners and Allied Health Professionals - see http://cessh.curtin.edu.au/local/docs/Review%20of%20GP%20and%20AHP%20Resources.pdf

Finally the FRDC has been a member of the Omega 3 Centre since inception. The primary purpose of the Centre is to put forward and assess the health benefits of seafood. It has some good information.

Rosemary Stanton
Submitted by Rosemary Stanton (not verified) on Wed, 2015-02-25 09:36


The books Seafood the Good Food I and II are valuable sources of information on omega 3 levels in every species of Australian seafood.

We should note that all Australian fish have enough omega 3 fatty acids to be legally labelled as a 'good source'.

The use of the term 'fatty fish' is somewhat misleading, partly because it doesn't necessarily correlate with the omega 3 content but also because most 'fatty fish' have less fat than meat, and way less than 'fatty' meats.