Tassal Group


For over 25 years, Tassal Group has been bringing delicious, fresh and healthy Tasmanian Atlantic salmon from their pristine waters to the table. Today, they’re the leaders in producing Atlantic salmon in Australia and employ over 1200 fabulous people all of whom share a passion for this delicious Superfood.

The partnership with Tassal Group grew from the relationship between APR and Jess Doolan, Tassal’s Senior Brand Manager, who had worked with Tessa and her team at Fonterra. Tassal Group needed a boutique creative agency to support their internal designer and marketing team with creative campaigns, packaging design and POS solutions on an ongoing basis. As they are a mid-sized company, they were seeking the right kind of support. They needed more than a freelance designer could provide, but without the price tag of a big agency.

The way APR work with Tassal Group is to support their internal designer and marketing team with strategic design projects both from a packaging and POS activation perspective.

Jess says, “I had worked with APR before at Fonterra and so I sought them out as we are a relatively lean marketing team and we wanted someone who was agile enough to take on briefs big or small and be able to turn them around. APR are strong at listening to our requirements and easily deliver the projects we need seamlessly. We can easily pick up the phone or send a brief large or small and APR can quickly turn it around. It’s just the ease of working with them that we need and appreciate.”

APR is flexible enough to handle all of our brands and drive different business objectives as we need them across each of our brand portfolios.”

  • As work load picked up and where there was additional creative resource required on our side, APR were able to step in and complete the work – big or small. We can always rely on APR!”
  • “APR are a versatile and agile Marketing, Design and Creative agency.”
  • “Everything has always been on budget and within timelines.”


  • Quick turnaround – Tassal Group’s small and frequent design jobs are no problem for APR
  • A very straightforward clear communication process where APR are available and clear around timelines
  • APR can complete any sized brief, making it easier as Tassal Group only has to engage with one agency for their creative needs