Case Study

The Lobster Fishers of Prince Edward Island Marketing Board is a commodity board that represents over 1200 independent lobster harvesters across the province.
The Marketing Board needed a brand, creatives, branded merchandise and a trade show booth to support the generic marketing campaign for PEI lobster. The objective was to establish the brand locally first and then push to markets outside of Prince Edward Island with the goal of increasing demand for premium Prince Edward Island lobster.

Market research was undertaken to better understand the product and identify the unique selling points of the brand. With stakeholder consultation and research, a full brand identity, architecture and strategy were created. A multi-channel marketing strategy was developed which included a mix of promotions, partnership building and market intelligence-gathering activities.

We created a new logo and other original brand elements, and working with a talented photography associate, we directed several photoshoots to develop several hundred images to support the brand. We created other collateral materials such as letterhead, newsletters, business cards, PPT templates, infographics, activity sheets, videos, ads for print, and tradeshow booth materials. We also designed branded merchandise, including t-shirts, hats, aprons, cutting boards, travel mugs, bottle openers and licence plates. We then developed a new consumer-focused website (lobsterpei.ca) and developed a social media strategy and implemented social media channels to support the brand.

The new brand was unveiled in April 2018 and the new website when live in August 2018. The Marketing Board has had an active summer locally and is now positioned to partner with processors and distributors to push the brand outside of the province.