Australia’s leading aquaculture company Tassal engaged us to help with resetting the company’s image.
Concern in Tasmania about the salmon farming industry was rapidly increasing. Tassal’s plans to grow production and operate new oceanic farms had put the company into the spotlight. The community was divided and staff morale was at a low.

Our research concluded that Tassal remained a global leader in aquaculture, committed to environmental best practice. Here's what we created. 

Our insight for change. We saw that the biggest brand issue for Tassal was that for too long the company had been focused on the science behind its business for achieving sustainably-driven market goals whereas communications were failing to engage the public, by not recognising the need for a new emotional intelligence around their corporate stewardship message. 

Our communication needed to be mindful of the current perceptions while taking a leadership position.

How did things change?

“The campaign achieved results far beyond our expectations. Not only were the facts communicated in the campaign not rejected in social media, which had previously been the case with many of our communications, we received massive positive feedback from all our stakeholders.

Most rewarding, we’ve experienced a huge boost in staff morale and a wave of requests for employment from well-qualified people from all over Australia - wishing to move to Tasmania to work for Tassal.”

Barbara McGregor - Head of Engagement, Tassal

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