Same Fish, New Dish

Hypetap partnered with the South Australian Government to generate awareness of lesser-known fish and seafood available in South Australia, as well as educate and inform the consumer.

Six influencers were selected for their creative recipe content, hyper-local audience compatibility and location. Across the campaign 67 pieces of content were created, with a cumulative reach of 87,366 people.

Client: South Australian Government Instagram

Learn how we helped put sustainable fish species on the map

The brief

Many South Australian fish species are over-fished and under threat. The South Australian government wanted to educate its population about substituting under-pressure fish species for more sustainable species. They turned to us to help them match lesser-known fish species with a group of influencers who could both educate and showcase how easy it is to substitute threatened species with more sustainable ones and still make a classic dish.

The influencers and creators

Total involved

Six influencers participated

Primary channel

Content posted to Instagram

Key campaign goals


Generate awareness of lesser-known fish and seafood available in the South Australian waters.


Inform consumers on how to adapt their consumption of seafood, and draw attention to lesser-known species.

The outcomes


Total impressions


Cumulative reach


Total engagements

Talk to us and see how we can deliver influencer marketing for your business.

Brief us on your next campaign or program

Whatever your goal, our team and network can make it happen.

Get in touch