Love Australian Prawns evaluation using consumer research, sales data and market insights
Australian Council of Prawn Fisheries Ltd (ACPF)
Adoption, Communities, Industry
Having commissioned Brand Council to review Love Australian Prawns (LAP) strategy and outputs and the University of Sunshine Coast to compare LAP consumer perception and awareness to previous years, the Australian Council of Prawn Fisheries Ltd (ACPF) and the Australian Prawn Farmers’ Association (APFA) have ascertained that LAP is achieving its original objectives. 1 in 5 Australians now recognize the LAP logo: this sort of awareness usually only achieved via TV campaigns. The industry has experienced an average 20% increase in Medium, Med-Large and Large grades between the start of the LAP campaign until the end of 2016 with statements of recognition from the industry that “You would expect some of this demand can be attributed to the Love Australian Prawns campaign."
Implications for relevant stakeholders
The implications of this work are directed at industry as investors in LAP. Industry contributors and LAP need to be aware of;
The following recommendations stem from the implications of the evaluation and monitoring of LAP.
1. Love Australian Prawns campaign monitored, evaluated and planned for 2017 and beyond
2. Number of LAP financial contributors increased for Year 5