Ogilvy & Mather and Sealord have launched a new campaign, the first after being appointed as the company’s lead agency, trans-Tasman. These are also the first executions developed using the brand’s new creative platform, Savour the Little Wins, and shot by The Sweet Shop.
Sealord has historically placed its links to the sea at the heart of its brand. The company’s previous brand campaign, We Live for the Sea, was very successful, but research showed that it was time to shift the focus from a story about Sealord to a story about their consumers and their products.
“It’s no secret our lives are busy and complicated, but research told us that people are putting undue pressure on themselves to live up to a set of unrealistic expectations. The brand’s new campaign sets out to relieve some of these pressures by reminding the target audience that they should focus on the ‘little wins’ that make life big, and give themselves a break,” says Sarah Sandoval, Head of Marketing & Innovation, Sealord Group.
“At the heart of it, Sealord is about making seafood simple for consumers. We believe all Sealord’s products offer a little win, either through simplicity and the ease of preparation or the quality, the nutritional benefits or the simple fact that they deliver the most exceptional taste”, she says.
The first element in the campaign was created by Ogilvy & Mather and shot by The Sweet Shop, and is for Sealord’s new Tuna Pockets. A premium, delicious twist on ever-popular canned tuna, the product is available in a range of chef-inspired flavours such as Salsa Verde and Tahitian Coconut.
The agency has also developed a series of brand spots that will play out as content in digital channels, including social media and pre-rolls. These will later combine to form a new, longer-format brand spot.
All the new spots were shot by The Sweet Shop and directed by Louis Sutherland, featuring real, everyday people and inspired by real-life scenarios.
“We uncovered some fresh talent who have remained very much themselves in the frame, and as a result we have something that is both charming and authentic. We had a bit too much fun on set at times and there were a lot of curve balls thrown, but in the end all the best moments made the cut”, says Louis Sutherland.
Sealord Tuna Pockets, 30” (At the top)
View Sealord Little Wins, 15” ‘Siblings’ content spot
View Sealord Little Wins, 15” ‘Home’ content spot
Ogilvy & Mather has been appointed as the trans-Tasman lead strategic and creative agency for Sealord. Paul Manning, Executive Director of Ogilvy & Mather says, “We’re delighted to have been assigned as Sealord’s lead agency. I’m immensely proud of our contribution to Sealord’s performance on both sides of the Tasman. It really is a privilege to be working with this category-leading brand.”
CREDITS
Client: Sealord
General Manager Consumer NZ: Stuart Yorston
Head of Marketing & Innovation: Sarah Sandoval
Marketing Manager Frozen NZ: Melissa Butler
Senior Brand Manager Ambient NZ: Craig Harrison
Agency: Ogilvy & Mather New Zealand
Executive Director: Paul Manning
Planning Director: Debby Giness
Senior Writer: Karl Fleet
Senior Account Director: Tracy Smytheman
Senior Account Manager: Leon Cui
Head of TV/Agency Producer: Amanda Kabel
Production Company: The Sweet Shop
Director: Louis Sutherland
Executive Producer: Fiona King
Producer: Anna Stuart
DOP: Marty Williams
Editor: Hamish Waterhouse
Grade: Jon Baxter (Perceptual Engineering)
Music/Composer: Conrad Wedd
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