Employees share their love of the Sea

Media release from Sealord Group Ltd

Employees share their love of the Sea in new Sealord campaign

Sealord’s own people are proudly fronting the company’s first ever brand campaign so other New Zealanders can learn about their company in the most genuine way possible.

Fisherman, filleters and factory workers tell the Sealord story, showing how a shared love of the sea and fishing created New Zealand’s largest seafood brand, and remains part of what makes it so successful today.

A range of passionate employees seized the opportunity to feature in the television, print and YouTube campaign that also stars, not surprisingly, the Cook Strait and Pacific Ocean.

General Manager, NZ Marketing Business Unit, Stu Yorston said asking the experts to get involved was a no-brainer.

“Sealord employees don’t just love the sea – they live for the sea. They are the people who take such great care of the environment, create delicious products and help our business grow.

“We hope telling the Sealord story ourselves will show the real love of what we do and the places we do it,” said Stu.

The campaign, created by Saatchi and Saatchi, includes television adverts and a YouTube channel. An updated website and print ads also share the stories of the company and its people.
Last year, Sealord celebrated 50 years since it was first established in Nelson where it has remained an iconic business employing hundreds of people in trades and professions as well as delivering millions of dollars into the local economy.

It is also a globally successful seafood manufacturer and marketer that has allowed generations of New Zealanders to turn their love for the sea into a lifelong profession.

A range of seafood including hoki, squid, orange roughy and dory are caught in New Zealand waters and snap frozen at sea before being returned to Nelson where adding quality ingredients and coatings baked on the premises takes place.

The result is a range of consumer products sold in New Zealand and Australia as well as exports to 40 countries around the world.

“Sealord is privileged to have access to a large percentage of the fish caught under New Zealand’s unique quota management system, and our people make sure we catch them sustainably and produce tasty nutritious food,” said Stu.

The advert airs for the first time on TV on Sunday 23rd September at 8.20pm during the show New Zealand’s Got Talent. It can also be viewed at http://www.sealord.com/ and the new YouTube channel: http://www.youtube.com/user/sealordstory/featured
Sealord’s latest campaign follows the development of the company’s new corporate identity, created by Maori artist Derek Lardelli in collaboration with Sealord employees.
The logo, launched in 2011 represents Sealord’s affinity with the Tangata Whenua and with the seas that surround them. Elements include:
Moana Sea, Blue Ocean
Paua Resilient and hardy
Toropapa Spirit of adventure
Koru Growth and prosperity
Whatu o Tangaroa Eye of Sealord
Hikutaratara Structured and organised
Both the logo and Sealord’s new ‘We Live for the Sea’ campaign reflect the company’s values of Safety First, Responsible, Respectful, Innovation and Collaboration.

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About Sealord Group Ltd

Sealord’s international net spans seven continents. Each year we deliver over $500 million worth of seafood to people in more than 40 countries. We employ more than 1,100 people throughout New Zealand and more than 400 people around the world.

Established in 1961, Sealord is half owned by the Maori people of New Zealand, and half owned by leading Japanese fishing company Nissui.

The people of Sealord consider ourselves guardians of our seas and marine life. We are proactive supporters of New Zealand’s world-class quota management system that ensures Kiwis and people around the world can enjoy New Zealand seafood today safe in the knowledge that it is a sustainable resource that is being protected for future generations.

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