We Love Fish

Motion Sickness and Sealord have launched ‘We Love Fish’, a new brand platform designed to encourage New Zealanders to embrace their love of fish without embarrassment. Built around the idea of “fishame” — the guilt or discomfort people may feel about eating fish because of its smell, mess or frozen format — the campaign uses humour to challenge the social and practical barriers that can stop people from eating more seafood.

Directed by Damien Shatford through The Sweetshop, the launch film, ‘The Manifishto’, follows a weathered skipper determined to cure the nation of fishame. He encounters people hiding their fish habits in public, including a man concealing an open tin of tuna on a bus, a woman hiding after reheating fish in an office microwave and a child questioning a hoki fillet at the dinner table. His solution is simple: stop hiding and hold that fish high with pride.

Sealord says the platform aims to make eating fish feel easier, more confident and more socially acceptable while reinforcing its role as a brand that helps New Zealanders enjoy more seafood. The hero film is supported by a wider campaign across TV, digital, social and out-of-home, with media handled by PHD Aotearoa.