Fiordland Lobster Company
Wild Legend! An international campaign for suppliers of wild-caught Southern Rock Lobster.
The Fiordland Lobster Company export to China through their consumer brand Wild Legend. Previously relationship driven, emerging trends in Chinese consumer shopping showed the importance of a strong digital presence. What was needed was brand positioning, marketing strategy and a new website targetted specifically at the Chinese market.
The Wild Legend positioning needed to articulate Fiordland Lobster Company's respect for the environment and emphasise that this is a fresh, wild caught product. The overall design needed to be simple and highly visual with an excellent mobile experience at its core.
The first stage of the project involved the creation of a hefty marketing strategy. We worked directly with Chinese millennials and Sekkei Studio in Shanghai, aligning our research, content strategy and tactics with China's ever-changing online landscape.
The design for both the marketing collateral and the website was informed by the four core values Firebrand developed during the strategy process. The project showcased the unique New Zealand environment through texture and told the story of Fiordland Lobster Company's attention to care and craft through people and process photography.
Wild Legend is now available in Hema, G Fresh, Tmall and many other Shanghai and Beijing stores. The brand is without a doubt out in China! Point of sale marketing has connected shoppers with origin story of this fantastic seafood delicacy. The Wild Legend brand had 794 scans of the tags on initial launch (attached to the lobsters) and 840 tank QR code scans.
"Firebrand continue to lead our application of the new branding and creation of new brand assets. Their ability and willingness to respond to our series of urgent projects is much appreciated and a big factor in the rapid progress we’re making, especially within the chaotic new digital channels that are emerging for our very traditional product."