The Challenge
Most of us can agree sardines are gross. But people who love sardines, LOVE sardines for the exact reasons many distrust them.
King Oscar (the fishiest, oiliest, and smelliest sardines) are celebrating sardine lovers by showing them the small victories that come from a smaller fish.
Checkmate, Checkout.
In-store experience
Limited-time store activations bring the small victories of King Oscar Sardines to life. We’ll reward sardine eaters with a V.I.P. checkout line fit for a King.
Reactions will be filmed and cut together for additional ads down the line. Following the theme of small victories and smaller fish.
Digital Spot
Work From Home
How do you get out of returning to the office? Make it obvious on Zoom that you’ll have sardines for lunch—a small problem, solved with a smaller fish.
Digital Spot
The Last Date
How do you get out of a terrible first date? Propose a second one that involves King Oscar Sardines—a small problem, solved with a smaller fish.
Copywriter: Andrew Darimont
Art Director: Ria Concessao