Almost one in three New Zealand adults aged 15 years and over are obese as well as one in nine children aged two to 14 years, and now Sealord is taking a stand to reduce those rates. It’s on a mission to make New Zealand healthier in a new brand platform, by Ogilvy & Mather, which kicks off with a story about a father and daughter learning to swim.
Typically, finding a surprise in your food is a Very Bad Thing and whether it’s a mouse in a loaf, a cockroach in a Big Mac, or a wasp in a block of chocolate, media outlets take great pleasure in heaping shame on those responsible when it happens. But to promote its new range of real fish, Sealord has embraced that and given unsuspecting shoppers a bit of a fright in the frozen food aisle.
Sealord has confirmed the appointment of Ogilvy & Mather NZ to its digital account less than a year after handing its business to The White Agency.
Brands are always pissing people off whether intentionally or unintentionally. One only need look at Hell’s Pizza’s or Tui’s advertising to know that. But as that old saying goes “There’s no such thing as bad publicity”, and in light of Burgerfuel’s billboard being taken down recently, we thought we’d look into whether that’s really true. Here are a few case studies and some insights from a PR company’s perspective.
Bread with “no nasties” wins Goodman Fielder the October 2014 Ad Impact Award from Colmar Brunton, while a slap of paint with a clap of the hands gain Clemenger BBDO a nod, and a quick save for Sealord gets Ogilvy & Mather an honourable mention.
After shifting its business from Saatchi & Saatchi to Ogilvy & Mather, Sealord has added another new name to its new agency group—and bolstered its presence in the growing Aussie market—by appointing The White Agency as its trans-Tasman digital agency.
As Whittaker’s proved, having a famous endorser can be good for business. Sealord has also gone down that path in its latest campaign to flog premium frozen hoki fillets, but its collaboration is a little more surprising: MTV reality TV star Heidi Montag.
In a world where celebrity weddings tend to get more attention than serious environmental issues, it’s getting harder to avoid the curse of MEGO (my eyes glaze over). That means drawing attention to those issues often requires a more creative approach, which is exactly what Greenpeace has done ahead of World Oceans day through a collaboration with the creators of popular online video series Beached Az. PLUS: Sealord’s augmented reality experience pushes a very different message.
The billboard seems to be a growing darling of marketing and this year, for the first time ever, outdoor entries at the Cannes Lions overtook the number of press submissions (5660 outdoor entries vs. 5007 press entries). And while the majority are still static and passive, some of the more progressive outdoor executions aim to inspire more interactivity, both in real life and, increasingly, online. And Saatchi & Saatchi has gone down this road, setting a manuka billboard on fire to launch Sealord’s new hot-smoked salmon.
Last year Sealord and Greenpeace got into a bit of a stoush after the environmental group’s ‘Nice logo. Bad tuna’ campaign aimed to draw attention to what it believed was a seafood company “buying its tuna from fishing companies that are needlessly destroying marine life”. Sealord called it misleading in the extreme and got its lawyers involved. And it might have to give them another call, because following up from the company’s first ever brand campaign by Saatchi & Saatchi, Greenpeace has released a spoof ad that again takes aim at Sealord’s sustainable credentials.
When Sealord unveiled its new logo in May this year, feedback wasn’t overly kind and elsewhere more than a few comments suggested the company should instead focus on improving its sustainability credentials. Fastforward to July and the company was busy championing its deal to supply McDonald’s restaurants in Europe with Marine Stewardship Council certified hoki fish from New Zealand. But try as it might to churn out the positive PR, Sealord’s ocean practices are never far from the limelight, especially when Greenpeace is keeping a close eye on developments. The organisation yesterday launched a massive outdoor ‘subvertising’ campaign in Auckland to expose Sealord’s sale of tuna caught using destructive fishing methods. The campaign includes posters and banners that feature the new Sealord logo along with the words ‘Nice Logo. Bad Tuna’ that were deployed along main routes into the city and throughout the city centre by volunteers.
There’s something about logos that seems to spike people’s interest. The new Z Energy logo is testament to that and now it’s the turn of Sealord to show off its new corporate identity, unveiling it at the annual Maori Fisheries Conference in Nelson on Monday.
When it rains it pours. After a brief dry spell on the new ad front, numerous newbies have recently been set free. So, for your viewing—and possibly even critiquing—pleasure, a selection of the freshest TV cuts, including Mitsubishi’s new brand ad by Clemenger BBDO, Meridian and Assignment Group’s polar expedition, TVNZ’s new patriotic promo for its news and current affairs offering, State Insurance and Colenso’s fireproof box promo, Sealord and Saatchi & Saatchi’s wonderous condiment contraptions, DraftFCB’s latest work for Genesis Energy and Gregg’s and Lumino and Wag the Dog’s extended, nationwide tonsil hockey tour.