Branding

Bridlington Bay Lobster

Fresh from the bay

The brief

The vision is for Bridlington to become one of the prime seaside destinations in the UK by using its status as “Lobster Capital of Europe” to act as a principal economic driver”.

Bridlington is a classic British seaside town offering wide sandy beaches, a promenade, historic working harbour, and traditional entertainment, but the destination had declined in popularity. East Riding of Yorkshire Council (ERYC) established the Regeneration Strategy to reverse this decline and achieve their vision.

ERYC commissioned research that highlighted visitors expectations of better quality food and drink options and a DEFRA assessment estimated that 35% of visitor spend was ion food and drink. The report concluded a clear need to develop food and drink activities as visitor attractions in their own right.

Bridlington already had a fantastic food asset. It is the lobster capital of Europe, landing more lobster than anywhere else in the continent – but no-one knew. This was the perfect hook in the achieving the vision of the area as a go-to food destination.

The challenge

Our brief was to develop branding, marketing material and a seasonal campaign to kick-start the positioning of Bridlington as a food destination. The project required us to work with a multitude of partners and stakeholders including the council, fishing fleet, local tourism and hospitality industry and local residents.

The results

The branding is available for use on signage, export packaging, take-away wrappers, restaurant menus, merchandise and marketing material. The website serves B2B and B2C and is designed to grow with the brand. Partnerships with chefs and restaurants enabled events and cookery demonstrations and PR achieved national media coverage. 

A two-part campaign ran across Yorkshire, initially getting the branding into businesses and then raising brand awareness with consumers.

Bridlington’s reputation as the source of the UK’s premium lobster is becoming established and the Regeneration Strategy continues to build the area’s economy.

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

Brand strategy, copywriting, marketing strategy

Sarah Marshall

Project co-ordination

Del Cruft

Art direction, brand design, web development

John Leppington

Photography, video production