The Winning Dish with Regal Salmon via Republik

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

Today, Republik director Paul McNamara said: The campaign went to air in November 2020, and played out on TV, in 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 a 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.

“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.”

“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.”

NZ King Salmon’s retail marketing manager Sahra Cliffe said: “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!”

Paul McNamara said: “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!”

CREDITS

Client: New Zealand King Salmon
Agency: Republik