Our objective was to create an attitude and preference for Ocean’s brand in the Chinese market in Canada. Our challenge was to encourage Chinese consumers to incorporate Ocean’s products not as a replacement for fresh seafood, but as a complement to their meals.

Our final concept takes on traditional Chinese culture with a twist by incorporating canned tuna into Chinese congee, and using the can as a major role in the Chinese chess play. Media outlets used for this campaign include WeChat, Youtube, and local Chinese TV channels.