Ocean Blue introduces Norwegian duo to extend smoked salmon brand platform

Ocean Blue has launched a new national campaign introducing Norwegian fisherman Hans and his well-meaning offsider Lars, as the brand builds on its long-running ‘From the Coldest Waters of Norway’ platform.

The campaign marks the next chapter for Australia’s number one smoked salmon brand, using humour and character-led storytelling to reinforce the role Norway’s icy, pristine waters play in the product’s taste and quality.

Developed as a series of short films, the work leans into dry Norwegian wit, with Lars cast as the fjord’s unofficial “temperature inspector” knitting a beanie for salmon and generally reinforcing just how cold the source environment really is.

Shot on location in Norway, the campaign celebrates Ocean Blue’s provenance while balancing cinematic landscapes with understated comedy. The production drew attention locally, with filming in the small town of Frafjord even making the local newspaper.

SICKDOGWOLFMAN creative director Jess Wheeler said the campaign was built around a simple truth about the product.

“The reason that Ocean Blue’s salmon is some of the best in the world is fairly simple. It’s from the beautifully pristine surrounds and icy cold waters of Norway,” Wheeler said. “The playful contrast is the magic of the campaign, with stunning fjords, icy waters, glorious scenery and two fishermen who only agree on one thing, how good the salmon tastes.”

Ocean Blue senior brand manager Emily Ross said the work was designed to deepen consumer understanding of why the brand tastes the way it does.

“Australians already love Ocean Blue for its flavour, and this campaign shines a spotlight on why our salmon tastes the way it does,” Ross said. “The cold, clear waters of Norway really are something special, and Hans and Lars bring that story to life in a way only they can.”

The campaign launches nationally across outdoor, digital and social channels, supported by a suite of 15- and six-second executions.