King Oscar needed a campaign blending its rich heritage with modern storytelling.
The problem: As the “Tinned Fish Craze” surged across TikTok and social platforms, a category once dominated by older, male consumers found new life with a younger, more female-leaning audience drawn to trend-forward brands and elevated taste. For King Oscar, this cultural moment presented an opportunity to re-introduce a heritage brand to a new generation.
The solution: The Long Live Taste campaign brought the brand to life for the first time, transforming the iconic King Oscar from a static, two-dimensional packaging illustration into a character living within a vivid, branded world.
The thinking: Central to the campaign was the creation of a distinct and contemporary narrative for the King—defining his look, personality, and point of view—while staying true to the brand’s legacy of quality, craftsmanship, and superior taste. Through lifestyle images, iconography, pattern, and brand activation, the campaign blended King Oscar’s rich heritage with modern storytelling, positioning the brand as both timeless and newly relevant within today’s cultural conversation.
The client: King Oscar
The team: Little Big Brands
The skills: Creative Strategy | Branding | Copywriting | Art Direction | Digital Activation | Digital & Social Media Marketing
