It is rightly said, “The colder the water, the better the salmon” and that principle guides the newest Out-of-Home (OOH) campaign for Ocean Blue by Melbourne’s independent agency, SICKDOGWOLFMAN, building on the success of its 2022 campaign. Although Ocean Blue holds the title as Australia’s beloved smoked salmon, the salmon it features originates from Norway’s frigid waters. These glacial fjords maintain a temperature hovering around 4 degrees Celsius. While bone-chilling for humans, this icy environment proves ideal for salmon, ensuring its exceptional quality.
Detailing about the campaign, Jess Wheeler, creative director, SICKDOGWOLFMAN, said, “It was a joy establishing the tone and aesthetic for Ocean Blue last year. With this new campaign, we got to explore the simple truth behind why Ocean Blue is Australia’s favourite – because it’s from the freezing fjords of Norway – and bring it to life with personality and irreverence. It’s the type of work we all endeavor to make, and a credit to the team at Max Foods for getting right behind it.”
Claudia Boniburini, marketing manager, Max Foods, said, “We love the brand we’re building with the team at SICKDOGWOLFMAN and the opportunity to take consumers on a journey around the benefits of Norwegian salmon, in a fun way!”
SICKDOGWOLFMAN worked with acclaimed photographer, Hart & Co’s Cory White, to capture a series of captivating, picturesque shots that, while lovely to look at, were perhaps less enjoyable for any humans caught on the other side of the lens. The campaign will run across outdoor, digital and social.
- Client: Max Foods
- Chief Sales and Marketing Officer: Daniel Thompson
- Marketing Manager: Claudia Boniburini
- Agency: SICKDOGWOLFMAN
- Photography: Cory White / Hart & Co.