Gold Seal vs.
The Crowded Shelf
Let’s face it, there’s no shortage of tasty meal options on the grocery store shelf. Tuna this, salmon that. So how do you communicate the delicious taste of Gold Seal’s innovative line up of ready-to-eat salmon bowls? You use a bear, naturally.
Sector
Retail
Services
Advertising Campaign
Brand Strategy
Tale Of The Tape
In the fiercely competitive retail food market, innovation often amounts to little more than fleeting trends and superficial changes. While brands constantly vie for shelf space with new packaging or trendy ingredients, true substance is often lacking.
For too long, when it comes to canned salmon, Canadians have only had skinless and boneless options to choose from. That all changed with the arrival of Gold Seal’s new canned salmon meals in major grocery stores like Loblaws, Walmart, and Superstore. The line up of wild-caught Alaskan salmon is both MSC certified and Ocean Wise recommended, offering a sustainable and delicious choice for seafood lovers. Gold Seal’s new salmon bowls and dips are packed with nutritional value, high protein, delicious flavors, and unparalleled convenience, they offer multiple reasons to satisfy cravings.
In a crowded category, how do you capture attention on a limited budget? The answer: Partner with a notorious salmon aficionado to showcase the irresistible craveability, convenience, and deliciousness that sets Gold Seal apart.
Creative Knockout
The stars of this campaign are quite literally the biggest salmon lovers on earth; bears. Since it’s not very practical (or safe) to use actual bears, we worked with a local puppet maker to create a bespoke bear paw. Then, in all print, digital and video assets, we had our furry paw hungrily reach toward an open bowl, yearning for a taste of this exciting new product. Together with the bright, bold, brand colours, our paw added a surprising amount of personality and left potential customers with little doubt that these ready-made salmon products were 100% bear approved.
