Did you know that people who have visited Australia ranked it second (after France) for its food and wine experience?
But of the people who haven’t been to Australia, only 26% associate it with food and wine.
It is this perception gap that Tourism Australia is trying to close with its latest campaign, Restaurant Australia.
The marketing campaign will invite people from all over the world to dine at Restaurant Australia – the best restaurant in the world. The campaign strategy is based on the fact that Australia has all the ingredients (pun intended) to make it the top food location in the world. These ingredients are people, produce and place.
We think Tourism Australia has hit the hammer on the nail with the Restaurant Australia campaign. The campaign piggybacks on the growing wave of food and wine loving travellers, who are also driving several trends in the industry. One of these trends, which is particularly close to my heart, is the increased demand for information about the provenance of produce.
‘There’s a healthy obsession with produce, too, as “provenance” becomes the new buzzword and food lovers demand a deeper connection to what they’re eating and drinking. Seeking out real and authentic experiences, they relish the opportunity to meet winemakers, farmers, butchers and chefs – touching, tasting and testing their knowledge.’
This is one trend Signature Oysters is proud to be promoting and delivering on.
Provenance is our core business. All of our oyster deliveries arrive with individual flyers telling the story of their farm, our website is filled with individual bios for every one of our oyster farmers, and our social media platforms feature photos from daily life out on the water.
This focus on provenance doesn’t stop at us – our restaurants pass the story of our oysters onto customers, incorporating names of farms into menus, or celebrating the origin of produce in other ways.
At Signature Oysters, we are huge fans of the Restaurant Australia campaign. We love being part of one of the main trends driving the food and wine industry in Australia, and we can’t wait for our oysters to be served up at the best restaurant in the world.