Who: Fresher Than Fresh, a commercial bulk seafood distributor based in the Southeast, possessed existing strengths within its industry, but wanted to expand their reach to a consumer market.
Challenge: Fresher Than Fresh sought to launch a consumer brand in local grocery store chains with their proprietary, case-ready seafood. Concentric Marketing was asked to spearhead the development of this goal.
Big Idea: Concentric determined that a total seafood program would be necessary, but that uniqueness would be driven from a standpoint of convenience and freshness. To achieve this, flawless execution was critical to establish credibility, and re-branding for consumer interest would drive sales.
Results: The first two grocers pitched were not only receptive to the Deep Blue brand but sought an exclusive on the name and identity for their entire fresh seafood department. Thanks to this great response, Deep Blue’s total sales increased by over 31.4% in the first six months after launch.
 |
 |
 |
