Love Australian Prawns evaluation using consumer research, sales data and market insights
Australian Council of Prawn Fisheries Ltd (ACPF)
Adoption, Communities, Industry
Consumer research and sales data analysis needs to be acquired and reviewed alongside Love Australian Prawns campaign strategies. The information is required as part of monitoring and evaluation, which is an RD&E activity, as set out in the initial campaign. This information then needs to be reviewed against past LAP outputs and proposed future activities in advance of commissioning work for Year 5. This review could also advise likely fit with a proposed national seafood marketing campaign and the lifespan of the Love Australian Prawns campaign. LAP contributors are looking to verify their return on investment in LAP. New contributors, such as NSW, Qld and Vic also require this information as they decide to invest. This proposal also flags activities that the LAP Committee propose meet R,D & E criteria rather than Marketing. These were proposed in September 2016 and LAP interest confirmed following the review 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
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.