Lucky Generals captures the powerful majesty of the sparkling ocean and the tastiness of tuna from the tin in new “Fish for Greatness” brand platform for Princes

Lucky Generals

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In its debut work for Princes, Lucky Generals has unveiled a new brand platform showing how Princes Tuna is naturally packed full of good stuff (Princes tuna is high in protein), but crucially, is also delicious on top of a spud.

Created by Lucky Generals, “Fish for greatness”, aims to drive brand fame and penetration for Princes Tuna by evoking all of the goodness of the oceans, the unwavering beauty of nature, the sparkling majesty of the deep blue sea, and connecting it to everyday delicious delights like a lunchtime Princes Tuna mayo sarnie.

The campaign comprises multiple outdoor and social executions and a 30-second TV spot, directed by Biscuit Films’ multi-award winning director Jeff Low.

The TV ad opens on scenes of a great rolling briny ocean, as a grand VO, delivered brilliantly by poet and comedian Tim Key, expresses to viewers the might and majesty of the seas that can “hold up a ship”, but “slip through your fingers” and remind “even the strongest of their fragility”.

A human hand emerges from the ocean in the style of the Lady of the Lake; but instead of holding Excalibur, it grasps a tin of Princes Tuna. Key then becomes much more conversational as he says” “It’s also where Tuna is. For baked potatoes, sandwiches, stuff like that.”  It ends with the “Fish for greatness” line.

The outdoor executions, which will also include DOOH, follow the same creative style: using big bold type they proclaim Princes Tuna to be “as natural as the sea” or “from the deepest oceans” but then in smaller type, that it is also “sometimes eaten out of a tin” or popped “on top of a spud”. 

The campaign launches on the 7th of October.

Jeremy Gibson, Marketing Director at Princes Group, said: “At Princes we always fish for greatness.  We are on a mission to tell Tuna lovers how natural and sustainable Princes Tuna is. The new platform and campaign embody just that. Lucky Generals bringing Tim Key and Jeff Low on board brought a lightness, modernity and humour to the campaign that works perfectly.”

Danny Hunt, Creative Director at Lucky Generals, said: “Fish for greatness is a big idea that allows us to talk about all the amazing qualities of Princes Tuna, while not forgetting what it is. Fish in a can that tastes good in butties and stuff.”