Following the 2019/20 bushfires and Covid lockdowns, there was a very real concern in the NSW oyster industry about the oversupply of oysters and the potential impact this could have on market price. There had never been a state-wide marketing campaign for oysters previously, and NSW Farmers saw this as an opportunity to develop promotional materials to support the recovery and future growth of the industry.
Funding was secured through a Sector Development Grant, and following marketing advice commissioned by Oysters Australia, NSW Farmers set about developing a promotional campaign. This focused on boosting retail sales and the consumption of oysters in home. This took the form of point-of-sale materials including posters, recipe cards, stickers and tray labels, and a social media campaign focusing on special events. This collateral was developed in close partnership with Seafood Industry Australia, the national peak body representing the Australian seafood industry.
To complement the roll out this campaign, NSW Farmers is also participating in numerous festivals and consumer facing events across the state, providing oyster opening demonstrations and samples, as well as answering oyster-related questions. A survey is also being undertaken at these events to provide insights on consumption patterns and buying behaviours. This information will help guide future marketing and promotional activities for the industry.
More information can be found on the
NSW Oysters website.
For questions, please contact:
Andy Myers
0488 656 366 |
[email protected]
Funding acknowledgment:
This Bushfire Local Economic Recovery project is jointly funded by the Australian and the NSW governments under the Disaster Recovery Funding Arrangements.