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High Liner

The Man. The Rebrand.
Truth

High Liner has always believed that seafood is better, but their brand positioning and visual identity no longer reflected their modern product line and intense passion for seafood. Everything was on the dinner table for consideration, including the brand’s most famous marketing asset, Captain High Liner. Heading into the company’s 120th anniversary, we were thrilled to spearhead a major brand refresh for High Liner and find out if an old Captain could still learn some new tricks.

Made

We positioned High Liner to champion and celebrate the incredible taste, versatility and role of seafood on Canadian plates. Along with a full suite of vibrant new packaging, we introduced Canadians to High Liner’s new Seafood is Better tagline with a fully integrated marketing launch. And we gave Captain High Liner a head-turning update that better reflects the brand’s young-at-heart personality. #HelloCaptain, indeed.

Remarkable

We didn’t just relaunch a brand, we considered every aspect of how to reach High Liner’s consumers—from mass media, digital media to in-store and packaging—and delivered an omni-channel shopper marketing plan that speaks to new and old customers alike. News of the rebrand took Canada by storm, with the CBC, Breakfast Television, HuffPost and other outlets running stories. And for High Liner? Well, the result was the greatest sales growth in the company’s history.

5M

Online Reach

$1M

In Earned Media Value

18%

Stock Increase At Launch

60%

Stock Increase Overall

Packages of High Liner Haddock and Sole.
Packages of High Liner Haddock and Sole.
5M

Online Reach

$1M

In Earned Media Value

18%

Stock Increase At Launch

60%

Stock Increase Overall

High Liner’s old logo with text, “before the trim.”
High Liner’s new logo with text, “after the trim.”

This consumer staples company’s brand revamp just went viral—shares up 18%!

The Motley Fool

A laptop with an image of Captain High Liner’s old hat and a countdown to the reveal of his new look.
A digital billboard atop a building with an image of Captain High Liner’s old hat and a countdown to the reveal of his new look. 2 phones. 1 showing Captain High Liner’s old hat with the date 04/18/19. 1 showing Captain High Liner’s old hat with text, “Have you seen the new Captain?”
Captain High Liner against a blue background with text “The Man” in the background and logos for Breakfast Television, HuffPost, The Motley Fool and CBC along the bottom. Text beside the Breakfast Television logo says, “Captain High Liner is hotter than ever!”
New and old packaging for High Liner Pan-Sear Sole against a yellow background.
New packaging for High Liner Pan-Sear Haddock and a pan with the haddock in it, against a purple background with text, “Haddock.”
New packaging for High Liner Pan-Sear Salmon and a pan with the salmon in it, against an orange background with text, “Salmon.”
Two shelf blades in the frozen meal aisle. One reads “Dinner is Done” with High Liner Haddock packaging. The other reads Supper is Solved with High Liner Pan Seared Sole packaging.
A sign atop a produce bunker in a grocery store showing a pan with sole fillets inside against a yellow background with text, “For better flavour.”
4 renderings of Captain High Liner showing him in different styles for LinkedIn, Facebook, Instagram and Tinder, with positive social media comments surrounding it. Text beside says, “We even had the 120-year-old brand flex with different cultural and social trends. Customers loved it. #DollyPartonChallenge.”

RISE:360

STRATEGY | BRANDING | PACKAGING | DIGITAL | SOCIAL | SHOPPER | MARKETING | PR | ADVERTISING | MEDIA

RISE:360

STRATEGY | BRANDING | PACKAGING | DIGITAL | SOCIAL | SHOPPER | MARKETING | PR | ADVERTISING | MEDIA

All  Work

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