Sealord has reeled in Kantar’s Ad Impact win for July 2026 with a highly involved story built around a relatable human truth. The ad turns everyday moments of what Sealord has dubbed “fishame” into a playful rebellion against social norms.
In doing so, it makes the message personal, memorable and compelling, encouraging Kiwis to ditch the shame and be proud of their love of fish with Sealord.
Sealord hooks viewer engagement
‘We love fish’ stands out from other advertising with strong emotional engagement and active viewer involvement. Its relatable and humorous “fishame” moments resonate – from worrying that a fish lunch smells too strong at the office and hiding in an air vent to stuffing a can of tuna in your pocket to avoid public scrutiny. The campaign positions fish as something to be enjoyed proudly and confidently, celebrating the quirks that come with eating seafood while reinforcing Sealord’s role as the brand of choice for people who genuinely love fish.
Winner, winner, fish for dinner
Sealord’s campaign is highly motivating, cutting through advertising clutter, encouraging purchase consideration, successfully communicating Sealord’s meaningful proposition and keeping the brand top of mind. By communicating its key messages in a relevant, engaging way, Sealord clearly differentiates itself from competitors.
Love fish loudly with Sealord
The ‘We love fish’ creative has the potential to position Sealord as a trend-setting brand, strengthen brand love, and make waves in the category. Its meaningful, distinctive proposition encourages people to confidently “hold their fish up high”, positively shaping viewers’ perceptions of the brand.
“We know many New Zealanders want to eat more fish, but there are small social and practical barriers that get in the way, we’re calling this fishame,” says Sealord general manager, marketing Melissa Butler.
“‘We love fish’ celebrates those realities with humour and confidence, while reinforcing Sealord’s role as the brand to make it easier for people to truly love fish. This recognition reinforces the quality of the campaign and we’re stoked it’s landing with Kiwis.”
To learn more about how Kantar can help with your creative optimisation or to enter your ad into the awards, reach out to talha.waqas@kantar.com.
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