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Brand strategy for Johnson Sustainable Seafoods

Brand strategy for Johnson Sustainable Seafoods

Bryt case study 



Johnson Sustainable Seafoods is a Shetland based business and the world's first producer of sustainable, organic cod.

The brief

Our task was to define, create and implement a brand strategy for this unique business to ensure the successful introduction of the product into the UK multiple retailer arena.

The solution

Our activity commenced with a thorough review of the fresh fish category involving in-depth desktop research, retail audits, category segmentation and product mapping.

Following a two-day fact-finding trip to Shetland, we commenced a name generation programme in parallel to the formulation of a consumer research programme.

This was devised to enable us to explore and define key buying triggers for this unique product and to gain early reaction to our proposed brand names.

From here our activity expanded into packaging research, identification of potential materials and formats and commencement of our brand design activity.

Work with Michelin Star chefs followed as we sought advise and input as to how best fillet and present this wonderful fish.

After six weeks of intensive activity we presented brand name options and a range of preliminary packaging concepts.

First-round retailer presentations followed as the product range was defined and retailer feedback sought for incorporation into our design proposals.

Development activity followed as we refined the brand story and entered a second round of retailer presentations.

Our consumer research entered a second phase as renewed activity by Greenpeace led to increased consumer awareness of the endangered status of wild cold and as retailer listings were confirmed we entered the final stage of our brand creation programme.

After thorough assessment of our candidate brand proposals our 'say it with words' concept emerged as an outstanding solution and 'No Catch' was born.

The results

'No Catch' has met with unanimous approval resulting in listings in Tesco and Sainsbury’s.

And at the 2006 Scottish Food and Drink Excellence Awards, it won three awards including the ‘Supreme Award’, which recognises the overall, top food and drink brand in Scotland.


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