Saying goodbye to a beloved brand platform and welcoming in a new one with a synchronised swimming success story.

So long “Switch it for salmon”, enter “It must be Tassal”. Ushering in a new era for Tassal, going beyond ‘It’s Tasmanian for salmon’ to ‘It’s Australian for seafood’ with the introduction of a masterbrand now including prawns and barramundi.

This new brand platform was born out of the inherent benefits of eating salmon and how that makes you feel. Because when you load up on omega-3 and become a little more adventurous with your meals, people will notice. Your hair will be more luscious, your skin will be glowing, and you may even become an overnight synchronised swimming sensation. Just like Ken.

30” online video shot with the amazing Edwin McGill and Guilty, portrait and food stills used across OOH, retail and social shot by the legendary Mat Baker courtesy of Louis&Co.