Skull Island Prawns viral campaign drives significant sales growth

The ‘Eat the Wild’ marketing campaign for Skull Island Prawns has achieved viral success, generating over two million organic views on Instagram and 30,000 plays on YouTube shortly after its August launch. Created by the Western Australia-based agency Bonfire, the campaign features an animated, guitar-wielding prawn set against the backdrop of the Gulf of Carpentaria.

The campaign has yielded significant commercial results for the brand, which is part of Austral Fisheries. Sales for Skull Island Prawns have increased by 12% year-on-year, and the brand reportedly doubled its sales during the recent Good Food & Wine Show.

The production utilized all-Australian animation and original music by musician Matt Templeman, notably avoiding the use of AI-generated imagery. The campaign targets a diverse audience, including food enthusiasts and heavy metal fans, as Australian prawn production continues to be a major industry, with projected values reaching approximately $A514 million by 2025/2026.