Background
The Lobster Fishers of Prince Edward Island Marketing Board is a commodity board that represents the over 1200 independent lobster harvesters across the province. The Marketing Board’s objective is to promote and market lobster from Prince Edward Island. Prince Edward Island is Canada’s Food Island and lobster is a key product harvested in the province. When AOR was first approached by the Marketing Board, the Board had a corporate logo, but did not have a brand developed for Prince Edward Island Lobster. 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.

Approach
Market research was undertaken to better understand the product and identify the unique selling points of the brand. A marketing strategy was developed by AOR which included a mix of promotions, partnership building and market intelligence gathering activities.

We created a new logo with both a vertical and horizontal implementation and a wordmark to ensure the logo could be used on everything from pens to truck wraps. In addition to the logo, other original brand elements were created, 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, PPTs 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-focussed website (www.lobsterpei.ca) to showcase the product and sell branded merchandise online. Working with Canda’s Smartest Kitchen we directed the development of new recipes, which were then shared on social media, at events, and on the new website.

In addition, we developed a social media strategy and implemented social media channels to support the brand.

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