Project hopes to define lobster brand for one of nation's iconic foods

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A boat is steered toward the wharf at Covehead in preparation of off loading the traps at the end of the season.

When asked what foods represent Canada, people may think Canadian maple syrup before considering one of Canada’s most iconic foods: lobster.

The Lobster Council of Canada, the voice of the Canadian lobster industry, believes the time is right to launch a project focused on defining a Canadian lobster brand identity, focused on its superior quality, delicious taste and year-round availability.

 In late 2013, the Lobster Council of Canada chose Revolve Branding Inc., an agency with a track record of building strong brand identities, to work with the Lobster Council and a brand task group, made up of industry representatives, to develop a brand identity that can be used in future marketing and promotion in domestic and international markets.

The Canadian lobster brand identity will be developed following indepth consultations with key industry stakeholders on a regional, national, and international level. The brand identity will support both live and processed lobster and leverage current marketing efforts by Canadian seafood companies and organizations.

 “We are extremely pleased to have the chance to work with one of Canada’s premiere branding agencies to develop a strong brand identity for Canadian lobster,” says Geoff Irvine, executive director of the Lobster Council of Canada.

“A national brand identity will highlight Canada lobster’s many strengths including the coastal waters where it is harvested, the thousands of inspiring harvesters and their families, and the value that Canadian lobster has in the global marketplace.”

In 2012, Canadian lobster representatives identified the need to focus on a Canadian lobster brand. The Maritime Lobster Panel report and Independent Review of the Prince Edward Island Lobster Industry, published in late 2013, also included recommendations focused on the promotion and marketing of Canadian lobster.

 “Canadian lobster is currently at a critical point in its continued growth and evolution. Strengthening the Canadian lobster brand in domestic and international markets will require a unique and compelling brand identity,” believes Nelson Angel, president and senior brand strategist of Revolve Branding Inc..

“The Revolve team and I are very excited for the opportunity to help fortify a truly authentic Canadian brand icon and key driver of the Canadian economy.”

Organizations: Lobster Council of Canada chose Revolve Branding, Maritime Lobster Panel, Department of Agriculture Agriculture and Agri-Food Canada Royal Star Newfoundland and Labrador Department of Fisheries

Geographic location: Canada, New Brunswick, Prince Edward Island Nova Scotia Newfoundland and Labrador Ottawa Tangier Cape Breton Grand Manan

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Recent comments

  • Rob McEachern
    January 11, 2014 - 06:09

    Mass marketing the "brand" Atlantic Lobster is not the way to higher prices. Look at the California wine brands that have very regional valley brands. North Lake Northside Hardshell Spring Lobster may be a brand because its the best tasting fish? Independent Harbour and family fishermen like the "friendly fisherman" brands need to be developed. Look at Australia where they stop fishing when the price is off. Brands and higher prices need dedicated cooperation of all the fishermen and harbours.

  • johnthames
    January 07, 2014 - 08:47

    Just another give-away to marketers who have no clue... Lobster will never be chosen to represent Canada, it is neither exclusive to Canada or representative of all regions. Just another island money laundering operation.