Challenge
The folks at Honey Smoked Fish Co. will stop at nothing to deliver the freshest, most flavorful fish on the market. By never freezing and immediately sealing after smoking, it’s a taste that’s almost hard to believe for salmon — a reaction commonly observed upon first bite. We integrated the idea of just how shockingly tasty and versatile Honey Smoked Salmon can be — along with the quirkiness the brand is well known for — into an arresting package design and campaign.
Solution
Beloved in Colorado, but unknown to everyone outside of its home state, Honey Smoked Fish needed a package that could appeal to new markets without alienating its loyal fanbase. With that in mind, we took our favorite parts of the original and created a design inspired by vintage fish market signage. The result is a package that captures the brand’s personality — bold, modern, health-conscious, authentic and just a little bit weird. To drive awareness for and purchase of this delicious fish, we leaned into a truth that we discovered the first time most people try it — this salmon simply doesn’t taste how you’d expect. Playing off that element of surprise, we created a campaign that highlights flavor, convenience and versatility through a combination of video, outdoor, digital and social.
Results
With the brand’s new positioning in place, we needed to bring it to the website. Immediately after the overhaul, honeysmokedfish.com saw a 562% increase in site sessions and a 757% increase in new users.
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