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| Northern Divine |
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INVESTING FINE CAVIAR WITH A NEW PEDIGREE — BRAND LAUNCH OF AN ORIGINAL CANADIAN CLASSIC! Background Caviar is of one of the world's most luxurious goods. Like diamonds and champagne, caviar is associated with life’s finer experiences. While “red caviar” is made from the roe of other fish such as trout and salmon, true caviar is derived from sturgeon, which are facing extinction in the wild due to overfishing, pollution and habitat destruction. Many of the world's most threatened wild sturgeon populations exist in unstable regions, further hampering effective management. Caviar produced from “farmed” sturgeon is a superior choice for consumers concerned about their world and environment. Target Marine Hatcheries is the only producer of farmed white sturgeon in Canada. Already well known for premium quality seafood products, the company invested many years and dollars to raise their sturgeon stock to maturity and master the art of crafting fine caviar, but required a brand-launch plan and tactical strategy, as well as a realigned corporate brand that reflects their values and vision associated with environmental stewardship and best practices in sustainable aquaculture. Our Challenge The rearing of sturgeon and crafting of caviar is a complex procedure, involving precise control of many factors, including the number of fish, size of their pools, the food they are fed, and the moment eggs are culled — a refined, delicate process akin to transforming raw grapes into vintage wine. To be taken seriously in the world caviar market, producers must earn their pedigrees! While global production of farmed caviar has soared, resulting in falling prices, the delicacy remains a “forbidden fruit” for the majority of consumers. The caviar industry is striving to appeal to traditional connoisseurs as well as to a younger, expanded consumer base. In the past, traditional connoisseurs could tell the difference between farmed and wild caviar — however, new, improved techniques have imbued farmed caviar with a longer shelf life and less salty taste with a broader appeal. Today it is extremely difficult, almost impossible, to tell the difference between premium wild and farmed caviar. The Insight Canada isn’t known for producing “true” caviar. In this regard, the launch of the product by Target Marine has invested caviar with a new pedigree and lineage — an “original” with all of the classic attributes boasted by the world’s finest caviar. Rather than marketing directly to consumers, Target Marine is marketing to key industry decision makers such as executive chefs and restaurateurs. These gourmet gate keepers are concerned with serving superior products which satisfy discerning customers. This demanded a distinctly refined marketing approach with direct-to-consumer appeal and aplomb — promoting the product by the delicate spoonful, not by the case lot. The Solution Canada is renown for crystal waters, snow-capped mountains, natural beauty, wild abundance, and creative cuisine, attributes implying trust, purity and freshness. Well rooted in prospects’ minds, this imagery ideally expresses the brand’s unique qualities and positions the product as distinctly worthy of being enjoyed by refined patrons who value classic, elegant pleasures. This strategy takes a unique approach by removing “caviar” from the main name entirely. The majority of global caviar products include “caviar” as the main element within their designs and names. While this approach may be suitable for overcoming language barriers, there is an opportunity for Target Marine to demonstrate creative innovation and stake a true leadership position in the industry. “It’s not just Caviar! It’s Northern Divine.” The Northern represents an eminent domain associated with the adventurous characteristics of the North. It also expresses positive attributes associated with upward mobility, leadership, quality and status. Divine reinforces the product’s superior flavour and epicurean experience. When paired with the simple positioning line “The Canadian Caviar”, we reinforce the product as the only “true” Canadian caviar while declaring a new lineage for classic, world-class caviar. The Tools Synergist Communications provided Target Marine Hatcheries with a product name, brand strategy, a new visual identity, and the tools required to go-to-market. We also designed and developed a website for marketing to customers around the globe.
The Work |
