Branding

Bridlington Bay Lobster

Fresh from the bay

The challenge

Bridlington in East Yorkshire is the lobster capital of Europe – but no-one knew. Despite landing more lobster than anywhere else in Europe and selling this premium product on for national and international consumption, Bridlington lobster wasn’t recognised. Consequently, prices and demand were not being optimised.

Our brief was to put Bridlington lobster on the international food map and give the industry all the tools they needed to promote and establish their product. The long term aspiration was to be granted a Geographical Indication (GI).

Research, brand identity, a website, marketing collateral and brand guardianship were all part of the brief. And throughout the project we worked with a multitude of stakeholders, from the local fleet to the regional tourism and hospitality industry.

The solution

We started by appointing a specialist food research company, who gathered the thoughts, feedback and opinions from hundreds of current and potential consumers. This gave us a clear understanding of their attitudes and values and clarified the target audience.

The research indicated that the brand had to convey geography, heritage and gravitas – without being parochial or appearing unapproachable. Lobster needed to become a less aspirational food choice, but be equally desirable when offered as a lobster fish cake at a seaside cafe or as lobster Thermidor in a local Michelin rated restaurant..

The results

The striking branding is used on export packaging, take-away wrappers, restaurant menus, merchandise and social media . The website works across B2B and B2C, partnerships with chefs and restaurants enabled events and cookery demonstrations, and PR achieved national media coverage.

The Bridlington Bay Lobster branding enables everyone involved in getting the lobster from pot to plate to tap into the resources available. It has put Bridlington Bay Lobster on the UK food map, with big plans ahead.

Bridlington Bay Lobster said…

“We have been working with Forgaard Agency for the last 2 years and have been impressed by their professionalism and insight from the start. The agency has created and developed an entirely new regional food brand and identity – ‘Bridlington Bay Lobster – Fresh from the Bay’ and managed trademark registration.

They have developed a series of media campaigns which have built us a solid following and Forgaard Agency’s extensive experience proved invaluable.

We have also relied on them for brand guardianship and website development and management. Our website now showcases a diverse range of businesses and stakeholders who are now fully engaged in and committed to our project, which is a credit to Forgaard’s enthusiasm and tenacity. I have no hesitation in recommending Anna and her team.”
Jon Charlton
ERYC

Anna Forgaard

Project management, marketing strategy, copywriting

Sarah Marshall

Project co-ordination, marketing assistance

Del Cruft

Art direction, brand design, web development, artwork

Nat Theo

Digital media marketing

John Leppington

Photography, video production

Rob Green

Lobster recipe development

Jon Redding

WordPress hosting & maintenance