Norwegian Fishermen Knit Beanies For Salmon in SICKDOGWOLFMAN Campaign

Australia’s number one smoked salmon brand has enlisted Norwegian fisherman Hans, alongside Lars, his well-meaning but hapless offsider, to extol why the icy waters are home to the tastiest salmon.

In its latest campaign, Ocean Blue builds on its ‘From the Coldest Waters of Norway’ brand positioning, first established in 2023, with a series of comedic films featuring Hans and Lars developed in partnership with Melbourne independent agency SICKDOGWOLFMAN.

Shot on location in Norway with Swedish production company, Giants and Toys, and director Gustav Egerstedt, the campaign celebrates the pristine, chilly waters from which Ocean Blue sources its premium salmon. The production drew so much attention to the small town of Frafjord, that the shoot even made the local newspaper.

Blending authenticity with dry Norwegian wit, Lars, the water's unofficial ‘temperature inspector’, is shown hand-knitting a beanie to keep the salmon warm, while tasting the ice-cold fjord water as if it were a fine pinot.

Doubling down on the brand’s Norwegian provenance, the films bring to life the purity, quality and downright frosty origins of Ocean Blue salmon, with Hans and Lars ensuring the message is delivered with warmth, even if the water is not.

Jess Wheeler, creative director at SICKDOGWOLFMAN, said, “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.

"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. And if you’re wondering whether Lars did really make salmon mittens... he absolutely did. We just couldn’t fit them in the edit.”

Emily Ross, senior brand manager at Ocean Blue, said, “Australians already love Ocean Blue for its flavour, and this campaign shines a spotlight on why our salmon tastes the way it does.

"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. It’s a fun, memorable platform that continues to reinforce the quality at the heart of our brand.”

The campaign launches nationally across OOH, digital, and social channels.