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Partnering with SDWM to help Ocean Blue become the #1 top-of-mind smoked salmon brand meant developing a unique, motivating and ownable positioning in the market.
But increasing frequency and loyalty in the salmon shopper’s repertoire is challenging when the usual trip to the salmon fridge results in a sleep-shopping moment:
“Salmon…smoked…blue…healthy…Tassie…price…blue…Omega…local…special…what’s that one? Oh, I’ll just get this…”
The category makes any smoked salmon choice feel permissible because they all look and speak the same. Rather than trying to rationally wake people from their sleep shopping, we needed to short-circuit people’s salmon decision-making with a fun, emotional truth that made people smile and reach for us.
Make Ocean Blue the most known, loved and chosen brand in the category.
Position Ocean Blue as the everyday quality smoked salmon you deserve more often.
Alongside a new packaging launch, we needed to bring to life an “Ocean Blue Feeling” that could deliver across a number of key strategic imperatives:
Our tone was a critical element in bringing the brand to life in a distinctive way.
Straight Talking – We’re confident and say it like it is and don’t make any apologies.
Dry Wit – We see the light side of life and enjoy playing around.
Refreshing – We have a unique take on the world and love to share it.
Relatable – We’re like an old friend you can say anything to (no judgment here)
The campaign tested strongly in pre-campaign quant and has helped Ocean Blue grow its leadership position in the category.
→ Over 20 years experience across APAC and the UK helping redefine some of the world’s most iconic and effective brands, and leading complex research and segmentation projects from Budget Direct, Big4, Crime Stoppers, RACV and CommBank.
