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.
