Al and his best mate Reg return in latest campaign for Regal Salmon via Republik

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Last year, as Kiwis headed into summer, the team at Regal Salmon launched its new range of Maple Smoked Salmon products. Once again, Freemans Bay indie agency Republik and client NZ King Salmon partnered with Al Brown and his best mate Reg to lend a hand.


The campaign has launched across TV, print and across multiple digital channels. An incentive-driven social campaign also maximised engagement and drove Regal Maple Smoked purchases within influential ‘foodie’ circles. All they had to do was create their own culinary masterpiece, then upload a pic to Facebook or Instagram using the hashtag #RegalMapleSmoked.

There was also a pretty good reason to enter – the winner received an exclusive night out with five friends and Al Brown at his Auckland restaurant, Depot. The winning dish would also be featured in the autumn edition of Dish Magazine, on sale this week. With prizes this good, it was no surprise when the entries came flooding in. The judging panel, headed by Al Brown, eventually chose Aucklander Rosie Wells for her Bánh Xèo Vietnamese sizzling crepés.

Says Sahra Cliffe, retail marketing manager, NZ King Salmon: “It’s fantastic to see that there’s so much creative cooking talent in our communities and regions. We had entries from all around NZ, but Rosie’s entries were a standout. As always, it’s been a lot of fun and sales have reflected all the hard work. During retail opening hours over the Christmas and New Year period, we were selling on average a pack every six seconds!”

Says Paul McNamara, director, Republik: “We were stoked to have the opportunity to continue what we started a few years ago with Reg and Al. Regal Maple Smoked is a great new product, so if you haven’t already tried it, head to the supermarket and get some – you won’t be sorry!”