Case Study
Tassal catches the interest of seafood consumers with omnichannel campaign
“Leveraging Quantcast’s cookieless solutions, we’ve discovered and connected with new audiences, fueling remarkable growth and achieving outstanding results for our brand.”
Begona Loredo, Associate Director, Havas Media
Favorability lift
Incremental reach
Tassal is Australia’s leading seafood producer and for 30 years has been proudly producing delicious, fresh, and nutritious Atlantic Salmon straight from the waters of Tasmania.
Industry
Food & Beverage
Brand
Tassal
Product
BLL, Cookieless, Creative Solutions, Quantcast Advertising Platform
Challenge
Tassal, an iconic brand well known for their Tasmanian salmon, recently launched a new branding with “Tassal – It’s Australian for Seafood,” to highlight their expansion to providing other types of seafood, including prawns and barramundi. They wanted to establish this rebranding through storytelling, encouraging consideration through inspiration, with new audiences across channels and the open internet. To determine whether Tassal caught the interest of seafood consumers, Tassal’s agency Havas needed to measure awareness of the new brand positioning and consideration amongst its audience.
Solution
Partnering with Quantcast, Havas gained insight into Tassal’s ideal audience and their affinity interests as “mindful taste seekers.” To connect with and guide consumers down the funnel, Tassal took an omnichannel approach, reaching audiences on the largest screen in the house with BVOD ads, then retargeting them across both cookie’d and cookieless environments with in-banner video and a Quantcast-designed interactive 3D cube creative. With Brand Lift Live by Quantcast™ (BLL), Tassal ran an in-flight brand lift survey to understand how the creative was resonating with viewers and enable real-time optimisations.
Results
The BVOD retargeting strategy across display successfully drove visitors to Tassal’s website, and the campaign did a great job in shifting favorability with a 26% lift. This lift was especially strong among females (+32%) and those who viewed on a streaming device (+32%). Additionally, by advertising in cookieless environments, they discovered 38.3% more unique users than were previously accessible.
From Insights to Optimization:
Not only did Tassal gain more insight into their specific audience, Tassal learned that their audiences are open to exploring different protein options and recipes as part of their current food repertoire. They also determined which creative had the most impact on shifting favorability for that audience and will optimise their future campaigns accordingly.
The Partnership
