Sealord fights fish stigma with humour-led campaign

The campaign is supported by activity across television, digital, social media and out-of-home advertising

Motion Sickness has launched We Love Fish, a new brand platform for Sealord that uses humour to encourage New Zealanders to feel more confident about eating seafood.

The campaign introduces the idea of fishame – the embarrassment or discomfort some people experience when eating fish because of its smell, mess or frozen format – and positions Sealord as a brand that makes seafood easier to enjoy.

Hero film puts fish on a pedestal

The campaign launches with The Manifishto, directed by Damien Shatford through The Sweetshop. The film follows a weathered skipper on a mission to eliminate fishame by encouraging people to stop hiding their love of fish.

Throughout the film, he encounters everyday situations where people conceal their seafood habits, including a commuter hiding an open tin of tuna on a bus, an office worker embarrassed after reheating fish in the microwave and a child questioning a hoki fillet at the dinner table. The film concludes with a call for people to embrace fish with confidence.

Integrated campaign rolls out across New Zealand

Sealord said the platform is designed to make eating fish feel more socially acceptable while reinforcing the brand's role in helping New Zealanders include more seafood in their diets.

The campaign is supported by activity across television, digital, social media and out-of-home advertising, with media planning and buying handled by PHD Aotearoa.

www.sealord.com

www.motionsickness.company

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