2011/756 Evaluation of the impact of advertising Tassal Atlantic Salmon on growth of sales of the Tassal brand and the whole salmon category

By Jenni Romaniuk

For over 25 years, Tassal have been supplying fresh and healthy Tasmanian Atlantic salmon from the pristine waters of Tasmania to the Australian market. Today, Tassal are the leaders in producing Atlantic salmon in Australia and employ over 700 people all of whom share it’s passion for this beautiful Superfood. Tassal has previously had limited ‘Above The Line ‘ATL communications to consumers however there was a need to understand the impact of this campaign to improve marketing activities in the future.

The report outlines the overall findings of the impact of the Tassal advertising campaign. The aim of the campaign was to:

• create top of mind awareness;
• increase consumers’ repertoires of salmon recipes;
• increase the perception of Salmon’s versatility; and
• drive protein substitution.

The research demonstrated the sales and perception increases gained by Tassal as a result of the advertising, and has lead them to approve a year two marketing spend, which should continue to have a positive impact on the salmon category, as well as Tassal's own sales.