OCEAN BLUEAustralia's Favourite
- Campaign
There’s plenty of fish in the sea of sameness that is the smoked salmon category, so Ocean Blue, Australia’s number 1 smoked salmon brand, needed to cut through to differentiate its positioning in the minds of consumers with its first major campaign.
Knowing that Ocean Blue is a quality product that elevates whatever ingredient, snack or meal it's paired with, we decided to move away from the cluttered category of rational messaging. Instead we built a campaign based on personality and consistency, aimed at establishing Ocean Blue as the long-term smoked salmon brand of preference in Australia.
An engaging, personable, and confidently witty tone of voice was developed, underpinned by an ownable visual identity that rightfully separates Ocean Blue from its competitors. In a world that’s often far too functional, we created a suite of eye-catching and memorable out of home executions that ran across the country. Most importantly, we became the fish that stands out from the rest.
