In a new Clover Leaf campaign, the CPG is bringing its lover for the ocean directly to millennial office workers.

Clover Leaf’s “Taste It and See” hero spot sees the brand tout its wild-caught and no-preservative offerings, as sun, sand and surf arrives in a company lunchroom, transporting officer workers beachside.

“We wanted to evoke the feeling of opening a sea-side experience, as if you’re right there.” says Natalie Armata, co-CEO and CCO of G&G Advertising, which has been linked to Clover Leaf as its AOR since 2020. Armata adds that the campaign is about communicating “the simplicity of what comes in every can: the goodness of nature.”

Clover Leaf Seafoods director of marketing Li Cao adds that the ad aims to send a “strong reminder” to Canadians that the brand offers high-quality, great-tasting, nutritious fish from the ocean.

Sally McConnell, G&G’s VP of client services, tells strategy that the latest campaign work is honing in  on “skeptical millennials,” who may have lost touch with the brand after enjoying it as part of their school lunches as kids.

The spot heroes flaked tuna SKUs, dill and lemon, spicy Thai chili, and sundried tomato and basil.

In 2022, Clover Leaf set up to disrupt the shelf stable seafood space by introducing whole grain rice or pasta-based Bistro Bowls, promoted through a mass retail campaign.

Later installments of “Taste it and See,” McConnell explains, will highlight other product innovations that Clover Leaf has up its sleeve.

The first of the 30-second, 15-second, and six-second spots are airing now on linear and connected TV, digital and social, with more video, digital and social content from the campaign scheduled to launch throughout 2024.

While it is targeting millennials, the brand is still using TV as a medium to maintain other, loyal customer demos important to Clover Leaf as well, McConnell says.

The creative came to life with Brave Productions leading production. Media was led by Push Media.