Best mates Al Brown and Reg team up again for Regal Salmon’s latest campaign via Republik 

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As we head into summer, Kiwis are looking for healthier and full-flavoured meal options to enjoy with friends and family. So Freemans Bay indie agency Republik, and client New Zealand King Salmon have again partnered with Al Brown and his best mate Reg, to promote Regal Salmon’s new ‘Oven Ready’ range.


Having previously launched Regal’s Manuka Smoked range, and taking out the top gong in the FMCG category at last year’s TVNZ New Zealand Marketing Awards, Reg and Al have teamed up again to give Kiwis a fresh and easy meal option that’s ready in 15 minutes.

Says Paul McNamara, director, Republik: “This is a fantastic new product extension, and we are stoked to have the opportunity to continue what we started 18 months ago. With the huge success of the last campaign we knew we had created something special, so it was just a matter of getting the old team back together and making it happen.”

Says Sahra Cliffe, retail marketing manager, NZ King Salmon: “Once again, this has been a fantastic process and the proof is in the final campaign material that we’ve created. It’s been a lot of fun, and I’m sure sales will reflect all the hard work.”

Republik’s creative director, Andrew Sims enjoyed the collaborative nature of the project: “Everything’s come together, a great client, awesome product and an insightful brief. With the help of Gregor at Fish, and the team at Blockhead, I think we’ve all nailed it.”

Client – New Zealand King Salmon
Jemma McCowan – General Manager – Marketing
Sahra Cliffe – Marketing Manager – Retail
Jesse-Rose Shanley – Brand Manager

Al Brown
Josh Thomson – Voice of Reg

Production Team
Flying Fish – Production Company
Gregor (McGregor) Nicholas – Director
Penelope Sinclair – Producer
Blockhead VFX – Post and Animation
Liquid Studios – Music and Sound Design
Ross Brown – Stills Photographer

Andrew Sims – Creative Director
Adam Taylor – Writer
Craig Ross – Retouching/Digital Design
Emma Munro – Account Director
Diane Besim – Media Manager
Richard Sell – Digital Manager
Paul McNamara – Business Director