Freezing Waters Keep the Best Salmon in Cheeky Campaign from Ocean Blue

There’s a saying when it comes to salmon - ‘The colder the water, the better the salmon’.

It’s also the simple insight underpinning the latest OOH campaign for Ocean Blue by Melbourne independent, SICKDOGWOLFMAN, following their successful 2022 campaign.

While Ocean Blue might be Australia’s favourite smoked salmon, the salmon itself is actually sourced from the coldest waters of Norway. Where the glacial fjord temperatures sit around four degrees Celsius. Bone-chillingly freezing to humans, but amazing for salmon.

Says Jess Wheeler, creative director, SICKDOGWOLFMAN, “It was a joy establishing the tone and aesthetic for Ocean Blue last year. With this new campaign, we got to explore the simple truth behind why Ocean Blue is Australia’s favourite-because it’s from the freezing fjords of Norway-and bring it to life with personality and irreverence. It’s the type of work we all endeavour to make, and a credit to the team at Max Foods for getting right behind it.”

SICKDOGWOLFMAN worked with acclaimed photographer, Hart & Co’s Cory White, to capture a series of captivating, picturesque shots that, while lovely to look at, were perhaps less enjoyable for any humans caught on the other side of the lens.

Says Claudia Boniburini, marketing manager, Max Foods, “We love the brand we’re building with the team at SICKDOGWOLFMAN and the opportunity to take consumers on a journey around the benefits of Norwegian salmon, in a fun way!”

The campaign will run across outdoor, digital and social.