Freemans Bay indie Republik and client NZ King Salmon have partnered with Al Brown and his best mate Reg to launch their new Manuka range of King Salmon products.
Republik director Paul McNamara said: “This is a fantastic new product extension, and the brief was a real cracker, so we knew we had the opportunity to create something a little different for the brand and the category as a whole.
“When you think about seafood, it’s hardly surprising we teamed up with Al Brown. The twist was that he came with some baggage in the way of his mate Reg, a salmon-loving New Zealand fur seal from the Marlborough Sounds.”
While this campaign is supporting the launch of the Manuka range, Republik also produced TVCs for an additional product, Sku, planned to launch later next year.
“We’ve created a property in Reg that lives beyond TV.”
NZ King Salmon retail marketing manager Sahra Cliffe said: “This has been a fantastic process and the proof is in the final campaign material that Republik has created. It’s outstanding. I’m sure sales will reflect the new approach.
“Reg and Al were amazing to work with, and I think it would be fair to say we’ve created a duo that’ll be around for a while.”
Creative Director Andrew Sims said: “This has been a long but rewarding project, and I’m really pleased with the outcome. Everything came together – a great client, awesome product and an insightful brief.
“With the help of Gregor at Fish and the team at Blockhead, I think we’ve nailed it.
“What’s nice is that we’ve created a property in Reg that lives beyond TV. You’ll see Reg popping up all over the place in social platforms, and in-store – and without a doubt, he’s going to add real personality to the already successful Regal brand.”
CREDITS
Client: New Zealand King Salmon
General Manager – Marketing: Jemma McCowan
Marketing Manager – Retail: Sahra Cliffe
Assistant Brand Manager: Rhea Hopkinson
Agency: Republik
Regional Creative Director: Andrew Sims
Art Director: Nicole Yeoman
Writer: Adam Taylor
Digital Design: Brad Baird
Account Director: Emma Munro
Account Executive: Autumn Ming
Media Manager: Diane Besim
Digital Manager: Lucy Dewhirst
Business Director: Paul McNamara
Talent: Al Brown, Josh Thomson – Voice of Reg
Production Company: Flying Fish
Director: Gregor (McGregor) Nicholas
Producer: Penelope Sinclair
DOP: Andrew Stroud
Offline Editor: Alex O’Shaughnessy
Agency Producers: Nikki Walker and Esther Watkins
Post and Animation: Blockhead VFX
Music and Sound Design: Liquid Studios
Stills Photographer: Ross Brown
Share this Post
