The Australian Council of Prawn Fisheries Ltd (ACPF) has been operating for over 10 years and is made up of membership from local industry bodies and companies that work with wild prawns or the prawn industry. Their mission is to support Members to catch and market premium wild prawns from sustainable fisheries and healthy marine ecosystems, with skilled people, best practices and leading technologies.The ACPF aims to lead a professional, safe, united and profitable industry, respected and valued by Australians.

The challenge

The brief was to boost consumer awareness and drive sales of Australian wild-caught prawns, emphasising their premium quality, health benefits, and sustainable harvesting practices. Our role was to create and manage targeted campaigns that leverage influencers and digital advertising to enhance brand recognition and inspire consumer purchase behaviour, particularly during peak seafood consumption periods.

The solution

By blending influencer marketing with smart digital ads, we pushed key messages about the health benefits, premium quality, and sustainable sourcing of Australian wild-caught prawns. Working with the right influencers helped us deliver authentic content that hit home with the audience. Scaling up during peak seasons to maximised engagement and drove sales when demand was highest.

The impact

Our campaigns have significantly enhanced the visibility of Australian Wild Prawns across Facebook, Instagram, and TikTok, driving notable growth in impressions and followers. By highlighting sustainable harvesting, nutritional benefits, and premium quality, we’ve resonated with audiences, fostering trust and advocacy through active engagement. Strategic collaborations with food and sustainability influencers further expanded reach while reinforcing the brand’s core values.