Every year Aussies devour more than 240 million fresh prawns at Christmas time, but so many inland miss out on this classic Aussie tradition.

As part of XXXX Gold’s ‘Take in the Gold’ initiative, they headed out west last Christmas with a truckload of fresh prawns and gave their mates in the bush something to celebrate.

More than half a tonne of fresh Aussie prawns were loaded onto a semi-trailer in Mooloolaba and sent out to the towns of Chinchilla, Roma and Quilpie, with the final stop being Eromanga (more than 1300kms from the sea).

Along the way, locals were stoked with their fresh prawns, with many claiming they never had one in the outback before.

XXXX also made sure to give local organisations, such as the Drought Angels, a bunch of prawns to give to out to the farmers around the area.

XXXX GOLD’s new campaign is all about inspiring Aussies to ‘Take in the Gold’ and simply enjoy time spent with family and friends under the Australian sun.

It’s the first of a bunch of activities over the coming year that will see the brand getting involved and helping to make these moments great – which all started in Eromanga last Christmas. 

The journey was captured Australia-wide across TV, radio, print and online. 

Image credit: Sarah Keayes

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