Republik lifts Regal to top of the menu

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A quirky ad campaign devised by Auckland agency Republik paired chef Al Brown with a CGI-created seal to promote Manuka-smoked salmon has paid dividends for Regal Marlborough King Salmon, with the campaign being officially recognised at the TVNZ NZ Marketing Awards.

Winning an award for FMCG in the competitive Sector Awards segment, the campaign first launched last September and was fronted by the company’s “new seafood experts” – real-food devotee Brown and Reg, a seal voiced by comedian Josh Thomson.

Regal marketing manager Sahra Cliffe says the company is very proud of their win. “This was our first time entering the TVNZ NZ Marketing Awards, so we are just blown away by the extent to which New Zealanders have embraced this campaign,” she says.

“The creative risk has truly paid off.”


Clients: New Zealand King Salmon
Production company: Flying Fish
Agency: Republik
Public Relations: Pead PR

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