Pairing renowned chef Al Brown with a CGI-created seal to promote Manuka smoked salmon has paid dividends for Regal Marlborough King Salmon, with their popular ad campaign being officially recognised at the TVNZ NZ Marketing Awards.

Winning an award for Fast-Moving Consumer Goods in the competitive Sector Awards segment, the ad campaign first launched last September and was fronted by the company’s “new seafood experts” – real-food devotee Brown and Reg, a seal voiced by comedian Josh Thomson.

The creative concept, developed in conjunction with Republik, was the perfect platform to communicate Regal’s endorsement by “true lovers of Marlborough King Salmon” – and the judges of the TVNZ NZ Marketing Awards agreed.

Regal Marlborough King Salmon marketing manager Sahra Cliffe says the company is very proud of their win.

“This was our first time entering the TVNZ NZ Marketing Awards, so we are just blown away by the extent to which New Zealanders have embraced this campaign,” she says. “The creative risk has truly paid off.”

The campaign was launched to promote three products in the Regal Manuka range: 100g and 200g Cold Smoked salmon, and 200g Wood Roasted salmon.

The down-to-earth humour of Reg the Seal in collaboration with Brown struck a chord with Kiwis, as it drove home the New Zealand provenance of Regal salmon. The quirky Manuka salmon campaign also saw a lift in the sale of all Regal products.

And Cliffe says those who enjoyed the rapport between Brown and Reg the Seal can look forward to seeing the popular duo on their TV screens for a while yet.

“Creating this campaign has been a fantastic process and such a great success all round, so Kiwis can rest assured Al Brown and Reg aren’t going anywhere any time soon.”