Tasmanian Oyster Co grows certified Organic and Sustainable premium oysters in pure Tasmanian waters, sold through selected IGA stores across Melbourne via a first-of-its-kind freezer-to-plate process that takes oysters from frozen to table-ready in 15 minutes. The challenge was education: shoppers simply didn’t know how to prepare frozen oysters at home.
Terrier Agency structured a three-month campaign combining paid and gifted influencers to document the full journey, from purchasing in-store to preparing and enjoying the oysters at home. The programme produced 74 pieces of content, 135,638 impressions, and reached a combined following of 941,914 across Melbourne.
Real people demonstrating the freezer-to-plate process gave the product the credible, relatable social proof that traditional advertising couldn’t deliver.
Teaching a Freezer-to-Plate Process on Camera
A frozen oyster is a hard sell if the buyer doesn’t know what to do with it once it’s home. Tasmanian Oyster Co’s challenge was education, not awareness, so the three-month campaign was built around showing the full journey rather than the product alone: creators documented buying in an IGA store, then preparing and eating the oysters at home, walking their audience through the freezer-to-plate process the brand needed shoppers to trust.
Reading 135,638 Impressions as an Education Number
135,638 impressions and a combined following of 941,914 across Melbourne describe how many people saw someone else work through the preparation steps, not how many bought a punnet from an IGA shelf. For a product whose main barrier was unfamiliarity rather than price or availability, that is closer to the right measure of success than a sales figure would be. 74 pieces of content is 74 separate demonstrations of a process shoppers said they didn’t know.
