Inspiration Tassal Salmon

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Case Study

1 October, 2023

Tassal Salmon

Tassal Salmon sought to position salmon as a nutritious, delicious, quality everyday protein in order to drive greater purchase amongst meat & seafood buyers both new and established.

Total buyers

Transactions

New buyers

The campaign objective

Tassal Salmon sought to position salmon as a nutritious, delicious, quality everyday protein in order to drive greater purchase amongst meat & seafood buyers both new and established.

Campaign timing:

2 months

Category:

FMCG

Active Markets:

Sydney, Melbourne, Brisbane

Audience

Meat & Seafood Buyers

The oOh! Solution

Our multi-format strategy maximised impact and visibility to influence purchase decisions.

Large format: Created brand impact and fame with our premium billboard locations near supermarkets.
Small format: Street and Retail boosted mass awareness and drove conversions through a mix of broad and targeted placements close to supermarkets

What did the outcomes data tell us?

The campaign for Tassal salmon led to increases across all key metrics, including new buyers, transaction volume, and a 3-point rise in brand penetration.

Key Insights:

Total buyers

Transactions

New buyers

Recommendations to Drive Sales & Penetration

Leverage Contextually Relevant Creative: Use targeted Out of Home creative to connect salmon with everyday moments, enhancing its appeal.

Utilise Full Motion Digital Environments: Engage audiences with dynamic content in Office and Rail settings to inspire weekday meals and amplify digital or video campaigns.

Expand Proximity Targeting: Broaden audience reach with strategic proximity placements to boost ROI and drive sales.

Tailoring solutions to meet any objective

“Collaborating with oOh! and BINGE has been a seamless process”

Sarah Newcombe, Group Planning Director
Mindshare

“Partnering with oOh!media has been a transformative experience for Melbourne Airport.”

Jai McDermott, Chief of Ground Transport, Property & Retail
Melbourne Airport

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