2013/744 Evaluation of the impact of TV and other forms of advertising and its effect on consumer behaviour for Tassal Tasmanian Atlantic Salmon Phase 2

By Denise Hamilton

Tassal sought to evaluate the ability of a lower weight advertising campaign, utilising traditional media, to maintain gains in consumer perception and actual behaviour achieved following a year of heavy media investment, where they positioned salmon as part of a consumer’s everyday protein choice.

In Phase 1, with an initial heavy weight investment in advertising, Tassal was able to change consumer behaviour towards salmon consumption, with key metrics for awareness, association and consumption recording significant positive behaviour change.

Phase 2 validated the ability to sustain changes in consumer perception and behaviour through a lower level of investment with no regression in awareness, associations and perception. Of most importance, Tassal was able to improve core campaign objectives around increasing perceived versatility and increased recipe repertoire.