Huon Salmon

Give chicken the night off

How to get Australians to eat more salmon? For a behaviour change to occur, we knew that piggybacking off an existing behaviour is always more effective. And the boring chicken dinner was the best place to start.

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The amount of research may have been frustrating, but it focussed us and led to one of the most specific strategies we’ve written. And it made our work better and more concise.

The hardest working protein in Australia, simply needs a night off.

People aspire to eat salmon but they also tend to think too much about it.

After looking around the country for the best place to produce this campaign it was evident that local talent and production would make the work better.

This stage of our campaign gave our audience motivation. Now we’re looking to evolve our campaign and show them just how easy it is to cook salmon.

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