With the summer months being kiwi’s time to entertain, showcase their culinary skills and create dishes to wow their friends and family – Regal Salmon’s cold smoked salmon is the perfect answer. Sophisticated yet simple, Regal Salmon wanted to remind consumers how easy, versatile and delicious their cold smoked product range is.

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Republik created, produced a suite of stunning executions of different dishes that could be enjoyed at meal time and for impressing and entertaining guests. These were then repurposed into various formats to cater for our media executions.

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Our media goal was to generate mass awareness and high frequency targeting the household shopper and we wanted to capitalise on the summer holiday period and the lead up the Christmas. We also wanted to inspire Kiwi’s and show them how easy it is to use Regal Salmon in every day meals.

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Leveraging tactical magazine deployment, programmatic DOOH based on weather based signals, and mobile focused rich media video executions, alongside a layered social strategy Regal Salmon sales went through the roof during the campaign period.