Al Brown + Reg launch Regal Salmon’s new Manuka range in latest campaign via Republik

As we head into summer and Kiwi’s are looking for healthy and full-flavored meal options. Freemans Bay independent agency Republik and client NZ King Salmon have partnered with Al Brown and his best mate Reg to launch their new Manuka range of King Salmon products.

Says Paul McNamara, director, Republik: “This is a fantastic new product extension, and the brief was a real cracker, so we knew we had the opportunity to create something a little different for the brand and the category as a whole. When you think about seafood, it’s hardly surprising we teamed up with Al Brown. The twist was that he came with some baggage in the way of his mate Reg, a salmon loving New Zealand fur seal from the Marlborough Sounds.”

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While this campaign is supporting the launch of the Manuka range, Republik also produced TVCs for an additional product SKU, planned to launch later next year.”

Says Sahra Cliffe, retail marketing manager NZ King Salmon: “This has been a fantastic process and the proof is in the final campaign material that Republik has created… It’s outstanding. I’m sure sales will reflect the new approach. Reg and Al were amazing to work with, and I think it would be fair to say we’ve created a duo that’ll be around for a while.”

Says Andrew Sims, creative director, Republik: “This has been a long but rewarding project, and I’m really pleased with the outcome. Everything came together, A great client, awesome product and an insightful brief. With the help of Gregor at Fish and the team at Blockhead, I think we’ve nailed it… they’ve done an amazing job”.

What’s nice is that we’ve created a property in Reg that lives beyond TV. You’ll see Reg popping up all over the place in Social platforms, in-store and without a doubt, he’s going to add real personality to the already successful Regal brand.

Client – New Zealand King Salmon

Paul McNamara – Business Director