Skull Island Prawns shows that shrimps ain't wimps

“The creative starting point was the product itself: Skull Island prawns are genuinely big, wild and slightly outrageous looking," explains Luke Williams, Bonfire Creative Director. "Rather than make another seafood ad full of pristine plates, lemon wedges and appetite shots, the team asked what ‘wild’ might look and sound like as a personality. The best advertising usually comes from listening to what the product is already telling you. In this case, it was telling us to shred. Matt then helped turn that into an original, heavy-metal track that had enough musical credibility for the gag to survive beyond the first few seconds.

“Eat the Wild has resonated with audiences because it doesn’t behave like a typical seafood ad. A giant prawn shredding a metal guitar underwater is ridiculous enough to stop you, but the first-class production quality and original music make the joke good enough to watch and share. Importantly, you don’t need to know Skull Island Prawns to get the campaign; that’s why it’s travelled well beyond the original target audience into music, creative, meme and general entertainment communities.”

“Prawns are traditionally treated as a commodity," adds Dylan Skinns, General Manager of Marketing at Austral Fisheries. "Consumers ask for tiger prawns, king prawns or Australian prawns - not necessarily a brand. Bonfire’s production values, creative idea and inspired approach, combined with Matt’s original music, have built mental availability around Skull Island. 

"We’re hoping now people will start walking into a retailer or restaurant and asking for ‘Skullies’ rather than simply for prawns.”