Client: Lyons Seafoods: King prawn trade advertising

A classic cocktail for the foodservice sector

Background to the brief

Lyons Seafoods had recently led the move in the retail sector from small cold water prawns to large warm water (or king) prawns. But in the foodservice sector there was still a perception they were expensive. With the prawn cocktail still dominating, Woodreed were asked to create trade advertising that would persuade end users to switch to king prawns.

Our solution

We created an ad that combined stunning shots from a leading food photographer with a simple message to ‘wake up’ the Foodservice sector: why have a ‘Yawn Cocktail’ when you can have a King Prawn Cocktail for the same portion price and make more money? The result was a classic cocktail of verbal and visual messages to persuade the audience to put king prawns on their menus.

Off to a great start(er)

"Woodreed got it right straight from the off. They really got under the skin of our business, writing an absolutely spot-on creative brief which immediately identified the main issues we were having in the market. This was reflected in the resulting ad, which also looked great too."
Paul Vita, Commercial Director, Lyons Seafoods