Home of fish 'n' chips.


Founded by fishing pioneers in 1903, Cicerello’s have been an iconic establishment in Fremantle, WA. Although being busy as ever, Cicerello’s felt like they had lost touch with the new generation of fish ’n’ chip lovers. Paying particular attention to the history of Cicerello’s, OKMG developed a timeless campaign that pays homage to the past whilst resonating with new audiences.

Strategy | Creative | Digital | Marketing

100 years of fortifying fish ’n’ chips.


Acknowledging the significance of Cicerello’s to the Fremantle area, we were adamant that our role was not to rebrand, but to fortify.

With divided opinions over Cicerello’s today, it was clear that a new message was required to ensure long standing patrons remained advocates whilst addressing the inevitable tensions built up over time.

OKMG underwent an extensive research period connecting with Fremantle locals, undertaking staff interviews and understanding WA’s fishing history, to identify the core purpose of the iconic establishment that has stayed relevant over time.


From an exploration of the Cicerello’s brand, OKMG identified a key theme that has remained consistent over time. From the creation of stories, celebration of history and communal ritual of fish ’n’ chips, Cicerello’s has welcomed everyone to be become part of their shared culture.

Sharing is what has defined Cicerello’s in the past and will continue to unite them in the future.

This is Sharing Pioneered.