Food brand Princes has unveiled a new brand platform celebrating how Princes Tuna tinned tuna is ‘fish for greatness’ in its debut campaign with Lucky Generals.
Showcased across TV, out-of-home (OOH) and digital out-of-home (DOOH), the spot is designed to drive brand fame and penetration for Princes by evoking all the ‘goodness of the oceans’.
Set against the backdrop of Claude Debussy’s Clair de Lune, the 30-second film starts with picturesque clips of the open blue ocean, layered with a voiceover.
The narrator grabs the viewer’s attention, “Hey look”, before describing the majesty of the ocean. As an arm rises from the sea, grasping the brand’s tinned tuna can, the voice continues that the ocean is “also where tuna is for baked potatoes, sandwiches, stuff like that.”
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Directed by Biscuit Film’s multi-award winning director Jeff Low, the spot concludes with the brand name and campaign’s title: “Natural Princes tuna, Fish For Greatness”.
Supporting the TV spot, the DOOHs follow the same creative style, using big bold type they proclaim Princes Tuna to be “as natural as the sea” or “from the deepest oceans” but then in smaller type, that it is also “sometimes eaten out of a tin” or popped “on top of a spud”.
“We always fish for greatness. We are on a mission to tell Tuna lovers how natural and sustainable Princes Tuna is,” said Princes Group marketing director, Jeremy Gibson.
“The new platform and campaign embody just that. Lucky Generals bringing Tim Key and Jeff Low on board brought a lightness, modernity and humour to the campaign that works perfectly.”
Lucky General creative director, Danny Hunt, added: “Fish for greatness is a big idea that allows us to talk about all the amazing qualities of Princes Tuna, while not forgetting what it is. Fish in a can that tastes good in butties and stuff.”
