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ABERFOYLE
FISHERIES
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| "Fresh" trout retailing in Ontario was totally supplied by U.S. fishery companies. The Ontario Aberfoyle Fishery was developed to deliver fresher product to Ontario stores and supermarkets, to try to win the major share of this consumer market for a Canadian company. I was called in to create and develop a strong marketing launch, entry and presence in order to out-manoeuvre the competition and build a strong identity and foundation for future business growth. A dynamic Canadian Business Image and Brand Identity was designed, supported by innovative and desirable consumer packaging and store sales promotion material. Initially sales were about 500 lbs. of fish per week. This new Image / Product launch increased business ten-fold, to over 5,000 lbs. a week, within a year. By the end of the second year, sales per week tripled to over 15,000 lbs.! |
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