Ocean Blue Launches Brand Campaign via SICKDOGWOLFMAN

There’s plenty of fish in the sea of sameness that is the FMCG category, so Ocean Blue, Australia’s no.1 smoked salmon brand, needed to cut through to differentiate its positioning in the minds of consumers with its first major campaign via Melbourne independent SICKDOGWOLFMAN.

SICKDOGWOLFMAN developed an engaging, personable, and confidently witty tone of voice underpinned by an ownable visual identity that rightfully separates Ocean Blue from its competitors.

James Orr, creative director and founder, SICKDOGWOLFMAN said: “The beauty of the opportunity with Ocean Blue was to start fresh. To create a brand that’s bold, confident and clean, and naturally engaging in an FMCG world that can be far too functional.”


Moving away from the often cliché and noisy category, SICKDOGWOLFMAN built a campaign based on personality and consistency, aimed at establishing Ocean Blue as the long-term smoked salmon brand of preference in Australia.

Says Claudia Boniburini, marketing manager, Max Foods: “Ocean Blue is a quality product that elevates whatever ingredient, snack or meal its paired with. We love how the team at SICKDOGWOLFMAN have brought this to life.”


The campaign will run across outdoor, digital and social.


Client – Max Foods
Marketing Manager: Claudia Boniburini
Chief Sales and Marketing Officer: Daniel Thompson

Creative Agency – SICKDOGWOLFMAN
James Orr – Creative Director
Jess Wheeler – Creative Director
Jake Turnbull – Design Director
Jarrick Lay – Business Director
Cat O’Brien – Account Manager
Producer – Seonaid Drummond

Adrian Lander – Photographer

Strategic Partner – Untangld
Co-Founder + Business and Operations Director: Jamal Cassim
Co-Founder + Strategy & Research Director: James Needham
Associate Business Partner – Sarah Cox

The Staff

The Staff

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