Choose Canadian
Seafood
• BRANDING • SOCIAL • DIGITAL • OOH • INTEGRATED ADVERTISING
• INFLUENCER MARKETING • IN-STORE
Canada has a multi-billion dollar fishing industry. And yet, data shows that only 30% of seafood eaten in Canada is caught in Canada. It’s a problem big enough to unify the Canadian Aquaculture Industry Alliance and the Fisheries Council of Canada and bring them to us.
Objective: Increase seafood consumption in light consumers from 1-2 to 3-4 times a month.
Communication Goal: Raise awareness of Canadian seafood’s benefits and how it easily swaps into your regular meal rotation.
Execution: A unifying new campaign thought & logo to lure them in. A catchy, colourful digital campaign to stop some thumbs and change some minds, complete with original recipes. All leading to a new website. Print ads that showed how easily seafood fit with their lifestyle. OOH that reinforced the thought on the drive home and recipes booklet in-store, along with POS stickers, as a reminder to purchase Canadian.
The design unites Canada’s fisheries through a leaping fish set within a maple leaf, symbolizing both the product and the industry’s vitality. The leaf’s sections represent the Pacific, Arctic, and Atlantic, while the fish embodies inland freshwater. Its form seamlessly shapes the maple leaf, with a crown-like peak for distinction.
The wave pattern extends this story, subtly evoking the movement of the ocean while bringing a sense of flow and energy to the creative. Used across videos and background colours, it ties all touchpoints together, making the campaign feel dynamic yet cohesive, and always connected back to the sea.
A bold and impactful website was designed to bring the brand story to life, showcasing exciting and easy recipes through vibrant, mouth-watering photography that proves seafood can fit seamlessly into the foods Canadians already know and love.
The campaign combined paid social, Google Display and Search, and YouTube with influencer partnerships and PR to maximize reach. Recipe content anchored the storytelling across platforms, while retail activations at Sobeys connected the message at point of purchase. This integrated mix ensured mass visibility online and meaningful engagement in the moments that matter most.
39.5M+
Total Impressions Across All Channels
378K+
Clicks Driving to Recipes & Content
234K+
Website Engagement with Seafood.ca
2.6M+
Influencer Reach with 3.8M Impressions
370+