King Oscar

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 Long Live Taste campaign brought the King to life for the first time, transforming the iconic mascot from a static, two-dimensional packaging illustration into a fully realized animated character. 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. We refer to him endearingly as tinned fish’s “accidental influencer.”

Through animation, 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.