It’s the little wins that make life big in Sealord’s latest campaign via Ogilvy & Mather NZ

Ogilvy & Mather and Sealord have launched a new campaign, the first after being appointed as the company’s lead agency, trans-Tasman.

These are also the first executions developed using the brand’s new creative platform, Savour the Little Wins, and shot by The Sweet Shop.

VIEW THE TUNA POCKETS SPOT

VIEW THE SIBLINGS SPOT

VIEW THE HOME SPOT

Sealord has historically placed its links to the sea at the heart of its brand. The company’s previous brand campaign, We Live for the Sea, was very successful, but research showed that it was time to shift the focus from a story about Sealord to a story about their consumers and their products.

Says Sarah Sandoval, head of marketing & innovation, Sealord Group: “It’s no secret our lives are busy and complicated, but research told us that people are putting undue pressure on themselves to live up to a set of unrealistic expectations. The brand’s new campaign sets out to relieve some of these pressures by reminding the target audience that they should focus on the ‘little wins’ that make life big, and give themselves a break.

“At the heart of it, Sealord is about making seafood simple for consumers. We believe all Sealord’s products offer a little win, either through simplicity and the ease of preparation or the quality, the nutritional benefits or the simple fact that they deliver the most exceptional taste.”

The first element in the campaign was created by Ogilvy & Mather and shot by The Sweet Shop, and is for Sealord’s new Tuna Pockets. A premium, delicious twist on ever-popular canned tuna, the product is available in a range of chef-inspired flavours such as Salsa Verde and Tahitian Coconut.

The agency has also developed a series of brand spots that will play out as content in digital channels, including social media and pre-rolls. These will later combine to form a new, longer-format brand spot.

All the new spots were shot by The Sweet Shop and directed by Louis Sutherland, featuring real, everyday people and inspired by real-life scenarios.

Says Sutherland: “We uncovered some fresh talent who have remained very much themselves in the frame, and as a result we have something that is both charming and authentic. We had a bit too much fun on set at times and there were a lot of curve balls thrown, but in the end all the best moments made the cut.”

Ogilvy & Mather has been appointed as the trans-Tasman lead strategic and creative agency for Sealord.

Says Paul Manning, executive director of Ogilvy & Mather: “We’re delighted to have been assigned as Sealord’s lead agency. I’m immensely proud of our contribution to Sealord’s performance on both sides of the Tasman. It really is a privilege to be working with this category-leading brand.”

General Manager Consumer NZ: Stuart Yorston

Music/Composer: Conrad Wedde