FMCG – SAFCOL Canned Tuna – BSBADV512A Develop an Advertising Strategy and Brief & BSBADV507BDevelop a Media Plan
Advertising Brief: SAFCOL Canned Tuna
SAFCOL commenced operations as a co-operative formed by a group of SouthAustralian fishermen in 1945, with initial capital of £33. In the ensuing 65 yearsSAFCOL has cemented its reputation in the production and supply of premiumquality seafood including tuna, salmon and sardines throughout Australia andaround the world. In 1955 SAFCOL took control of the Adelaide Fish Market, andcontinues to manage it today.SAFCOL has earned the reputation of “The Seafood Experts”. SAFCOL is the onlyseafood company in Australia controlling all aspects of its production from “Shipto Shelf”.For its Tuna product SAFCOL uses Yellow-fin, Northern Blue-fin and Skipjack. ItsSalmon product is caught off the cost of Southern Chile, and is Medium Red,Pink, or Atlantic Salmon.SAFCOL are also pioneers in canned seafood, employing a revolutionary andunique cooking process known as ‘single cook technology’. A marked point of difference from competitors who still mainly cook their product twice. SAFCOL’sinnovative process allows for the fish to be cooked once under a steam-vacuum-pressure process, with the finished product superior in taste and succulence,retaining the nutritional and wholesome properties of the fish.In 2000 SAFCOL brought innovation to the category by becoming the first andonly canned Tuna product to be canned fresh and never frozen, giving the meata lighter, tighter texture, providing a visible quality difference.Existing competition between tinned tuna brands has increased significantly inrecent years with the introduction and growth in popularity of supermarkethouse brands. Brands compete on price and ability to produce innovativeflavoured tuna products. Packaging design and size is very similar betweenbrands, and consumers perceive there to be little quality difference betweenbrands, making their purchase decision based on in-store promotion (ie buy 5tins get the 6
free), spot-price reductions (ie daily specials), with consumers notidentifying with specific tinned tuna brands, and not demonstrating consistentloyalty to a preferred brand.
Increase sales of SAFCOL canned tuna products by 11% during campaign period.Increase SAFCOL’s market share in canned tuna category by 4%.
Increase perception of SAFCOL canned tuna as the healthiest choice for myfamily by 35% in the target audience.Increase perception that SAFCOL canned tuna is the best quality product in itscategory by 25% in the target audience.
Female grocery buyers, 25-45, in metropolitan Sydney.
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