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 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 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”.

Regal Marlborough King Salmon marketing manager Sahra Cliffe said 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 said. “The creative risk has truly paid off. 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.”