At the start of summer, the Regal Salmon team launched their new range of Maple Smoked Salmon products, with Freemans Bay indie Republik and NZ King Salmon once again partnering with Al Brown and best mate Reg to lend a hand.
The campaign went to air in November 2020, and played out on TV, in print, and across multiple digital channels.
An incentive-driven social campaign also maximised engagement and drove Regal Maple Smoked purchases within influential ‘foodie’ circles. They simply had to create their own culinary masterpiece, then upload a picture to Facebook or Instagram using the hashtag #RegalMapleSmoked.
The winner received an exclusive night out with five friends and Al Brown at Depot, and the winning dish was also featured in the autumn edition of dish magazine – on sale now.
The judging panel, headed by Al Brown, chose Aucklander Rosie Wells for her Bánh Xèo Vietnamese sizzling crêpes.
NZ King Salmon’s Retail Marketing Manager Sahra Cliffe says: “It’s fantastic to see that there’s so much creative cooking talent in our communities and regions. We had entries from all around NZ, but Rosie’s entries were a standout. As always, it’s been a lot of fun and sales have reflected all the hard work.
“During retail opening hours over the Christmas and New Year period, we were selling on average a pack every six seconds!”
Republik Director Paul McNamara says: “We were stoked to have the opportunity to continue what we started a few years ago with Reg and Al. Regal Maple Smoked is a great new product, so if you haven’t already tried it, head to the supermarket and get some – you won’t be sorry!”
Client – New Zealand King Salmon
Agency – Republik