How we helped Australians get hooked .
For some time now , we ’ ve been in the business of changing people ’ s behaviour .
You could say , change for good . Because the words “ for good ” not only mean permanent change , but good for the individual and good for the community overall .
Increasingly , and clearly in Tassal ’ s case , changing behaviour can be good for business , too .
To encourage Australians to get hooked on Tassal salmon we plumbed the depths of our experience as a behaviour change communications company . We combined our long-term learning on behaviour with a fresh imaginative “ hook ” to create an emotional connection with our audience ; a connection that sparked the desire for Tassal salmon , beyond the odd special occasion .
We inspired Australians to enjoy salmon in new ways and as such , serve it more often .
We changed their behaviour .
So today , choosing to serve salmon as a meal - brekkie , lunch or dinner – is a perfectly normal choice .
The results we ’ ve helped achieve , however , are anything but normal .
• Domestic Retail market – Volume up 18.8 %, Revenue up 17.8 %
• Per capita consumption rose from 1.57kg to 1.63kg
• M $ - EBIT up 22.6 %; EBITDA up 16.2 %; contribution margin up 15 %
“ The marketing campaign and the domestic stimulus programs are pulling through top-line benefits and returning bottom line results ”.
Mark Ryan , CEO Tassal , 2013 Annual Results .
Obviously , Australians are hooked on Tassal . Isn ’ t it time other companies got hooked on behaviour change . If you ’ re interested in talking to us contact Michael Daddo , at michael @ theshannoncompany . com . au