A long established brand gets an emotive new look
Sealord had an image problem, with consumers connecting the brand with the negative aspects of trawling and over-fishing. They needed some love, and this idea did just that. Days after its release on air, Sealord's Social Media pages were suddenly inundated with glowing comments from New Zealanders far and wide, all loving this simple but heartfelt story. Recall and preference shot up to a staggering 80% in post campaign research. The brand spot was followed by two shorter, product-specific commercials also featuring the father and daughter, which drove sales upwards and further increased the effectiveness of the campaign. View the commercial here.