2026
Long Live Taste for King Oscar
Entrant
LITTLE BIG
Category
Advertising - Advertising Campaign
Client's Name
King Oscar
Country / Region
United States
About The Entry
Overnight, tinned fish went from pantry staple to cultural phenomenon. Fueled by TikTok, “Sardine Summer,” or "Sardine Girl Summer", and a new generation of food-obsessed consumers, the category surged - and shelves flooded with new brands. For consumers, choice became chaos.
The challenge for King Oscar was staying relevant to a younger, more female, culture-driven audience without alienating loyal consumers who built the brand.
Rather than chase trends, we leaned into storytelling to communicate quality, trust, and heritage — setting the stage for a modern expression of a century-old brand.
Credits
Entrant
National Museum of Natural Science (NMNS); Hot-Dot Image Technology Co., Ltd.
Category
Experiential & Immersive - Hybrid Experience (NEW)
Country / Region
Taiwan
Entrant
Gulf Health Council
Category
Social Media - Public Health
Country / Region
Saudi Arabia
Entrant
Partner.Co
Category
Event - Customer Engagement
Country / Region
United States
Entrant
Gravity Global
Category
Outstanding Agency Awards - Best Integrated Campaign
Country / Region
United Kingdom