Awareness campaign
Problem:
Very few consumers were aware that a local Canadian canned seafood company existed. Even with aided awareness, Raincoast Trading was only recognized ~10% of the time. If the brand was to be competitive in a market occupied by giants, it had to find a way to stand out.
Very few consumers were aware that a local Canadian canned seafood company existed. Even with aided awareness, Raincoast Trading was only recognized ~10% of the time. If the brand was to be competitive in a market occupied by giants, it had to find a way to stand out.
Truth:
Discovery research revealed and confirmed that there is an inherent distrust of large canned seafood corporations. Consumers really don’t buy into their sustainability or quality claims.
Discovery research revealed and confirmed that there is an inherent distrust of large canned seafood corporations. Consumers really don’t buy into their sustainability or quality claims.
Idea:
There is a lot of love for “the little guy”. We reinforced the notion that bigger does not always mean better – and we amplified the doubts that many consumers already had about huge seafood companies.
There is a lot of love for “the little guy”. We reinforced the notion that bigger does not always mean better – and we amplified the doubts that many consumers already had about huge seafood companies.
Approach:
Create the “Small & Proud” campaign that wasn’t shy about calling out the big seafood companies. Through a series of video, display, and paid social that targeted users of competitive products, we would erode the market share of the oligopoly that exists in the Canadian canned seafood arena.
Create the “Small & Proud” campaign that wasn’t shy about calling out the big seafood companies. Through a series of video, display, and paid social that targeted users of competitive products, we would erode the market share of the oligopoly that exists in the Canadian canned seafood arena.
Results:
123% increase in unaided brand recall. With aided awareness tripling (342%).
123% increase in unaided brand recall. With aided awareness tripling (342%).
Sales over the campaign period increased by 50%.
Overall, the campaign generated 165 million impressions, and over 100,000 clicks to the website.
The video was viewed digitally 10.2 million times, of which, 6.6 million views were played until completion (the best metric of interest)
2021 PLATINUM Winner at the Summit International Marketing Effectiveness Awards
Role: Associate Creative Director
