Reg the seal joins Al Brown for a Regal Salmon dinner

Regal Salmon has launched a new range of products with the help of Republik, chef Al Brown and Reg the talking seal.

The 30-second spot features Brown preparing a salmon meal while Reg chats about how the water quality in the Marlborough Sounds plays an important role in developing the flavour of the manuka salmon products.  

Republik director Paul McNamara calls the brief a “cracker”, saying it 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.”

Regal Salmon is a subsidiary of New Zealand King Salmon and its retail marketing manager Sahra Cliffe adds that creating the campaign has been a fantastic process, adding that the duo of Brown and Reg will be around for a while.

The seal will be appearing on Regal Salmon’s social platforms as well as in-store, and with Republik also producing TVCs for an additional product planned to launch later next year, we may see him return to the screen.

The launch of the new product range follows a rise in New Zealand King Salmon investment shares to a record high. The shares rose earlier this month after the company raised earnings guidance, saying it expects to lift volumes while maintaining prices and improving production according to NBR.


New Zealand King Salmon
Flying Fish

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