Project overview
We partnered with the Atlantic Groundfish Council (AGC) to elevate the presence of Canadian Groundfish, Redfish, and Yellowtail Flounder in key European markets. Our role encompassed developing and executing comprehensive marketing strategies tailored to each market’s unique characteristics. Through targeted campaigns and strategic initiatives, we aimed to highlight the superior quality and sustainability of these Canadian seafood products.
Key achievements
Crafted compelling narratives and branding strategies to enhance consumer awareness and preference.
Implemented integrated marketing campaigns across digital, social media, and traditional channels.
Successfully positioned Canadian Groundfish as a premium and culturally resonant choice in competitive international markets.
AGC brand strategy overview
Introduction
AGC is embarking on a strategic transformation to redefine its brand presence and market position. By leveraging the unique qualities of Atlantic Canada's diverse marine ecosystem, AGC aims to move beyond traditional commodity sales and establish itself as a recognized and respected brand. This strategy document outlines the vision, objectives, and strategic initiatives that will drive AGC's growth and market differentiation.
Vision
AGC's vision is to become a leading brand that not only sells seafood but tells a compelling story about the origin, quality, and diversity of its products. We aim to disrupt the conventional market by offering a unique value proposition that resonates with both our partners and end consumers.
Strategic objectives
- Build Brand Recognition: Shift from a commodity-based approach to a brand-centric model, where AGC is recognized for its quality, sustainability, and unique product offerings.
- Engage the End Consumer: Develop strong emotional connections with end consumers by focusing on the story behind our products, emphasizing the rich ecosystem of Atlantic Canada.
- Leverage Diversity: Use the concept of diversity as a core theme, not only in our product offerings but also in our brand values. Highlight the diversity of the marine life in Atlantic Canada as a symbol of our commitment to variety and quality.
- Sustainable Growth: Ensure that all growth initiatives are sustainable and reflect AGC's commitment to environmental stewardship and responsible fishing practices.
Key strategic initiatives
1. Repositioning AGC in the market:
- Develop a new brand identity that aligns with our vision of diversity, quality, and sustainability.
- Shift messaging from selling by weight to emphasizing the unique qualities and stories of our seafood products.
2. Consumer-centric communication:
- Create targeted marketing campaigns that appeal directly to end consumers.
- Use storytelling to connect with consumers, highlighting the journey of our seafood from the rich waters of Atlantic Canada to their tables.
3. Product-specific messaging:
- Develop tailored messaging for each of our key product lines, such as Yellowtail Flounder and Kish Redfish.
- Emphasize the versatility, quality, and unique taste of our products, making them a preferred choice for a variety of dishes.
4. Content development and distribution:
- Utilize a mix of traditional and digital media channels to reach our audience, including social media, influencers, PR campaigns, and in-store promotions.
- Create engaging content such as cooking tutorials and recipes.
5. Market expansion:
- Focus on key markets for initial expansion, targeting both middle-chain clients and end consumers.
- Use market research to tailor our approach to different regions, ensuring that our messaging resonates with local consumer preferences.
Conclusion
AGC's strategic approach is designed to transform our brand from a traditional seafood supplier to a leading name in the industry. By focusing on our unique story, engaging consumers directly, and emphasizing sustainability and diversity, AGC will not only grow its market share but also set new standards for quality and brand integrity in the seafood industry. Through these strategic initiatives, AGC will position itself as a trusted, innovative, and consumer-focused brand, ready to meet the challenges of the modern market.
