A platform to convince Aussies to swim upstream at mealtime by switching their protein for salmon.

Asking Aussies to change their habits is not easy, but Tassal is disrupting the weekly rotation of family dinners, asking Australians to consider including salmon as a household staple and breathe life into the menu with this integrated campaign, led by a TVC that places a man selecting salmon for his evening meal at the top of the supermarket animal kingdom. The campaign also appears on out-of-home, social media, PR and retail.

Switch it for salmon encourages shoppers to consider changing the proteins in their everyday favourites with salmon. We looked at how people usually perceive salmon, as the “sometimes” protein or for special occasions, but the impact of COVID-19 has highlighted a number of trends in Aussie cooking and eating habits including a greater demand for easy-to-prepare meal solutions and increased consideration around health and wellbeing.