Behaviour Change Challenge

Packed with Omega-3 and Vitamin D, salmon is one of the world’s superfoods. And yet, Australians’ consumption was one of the lowest of all OECD countries. We were tasked with getting Australians to eat salmon more regularly, thus increasing per capita consumption.

Emotional Connection

We repositioned salmon as a normal part of our diet by reframing everyday meals (like salmon on the barbie) and embraced the joy people experience in feeling healthy and doing the best for their family.

The Behaviour Change

Per capita consumption rose from 1.57kg to 1.63 kg; sales grew 22% in total and across the range up to 65.9%; unprompted awareness grew 140%; share price doubled.