Anthem Worldwide creates new premium product packaging for High Liner Foods
Posted by: Anthem
Date added: Tue 19 Jan 2010
One of North America’s largest marketers of prepared frozen seafood products, High Liner Foods is the market leader in Canadian frozen fish and one of the most recognized food brands in Canada.
During the economic downturn, High Liner Foods anticipated consumers would be eating at home more while still looking for restaurant quality. Many consumers eat fish in restaurants but are intimidated by the idea of cooking fish from scratch. Pan-seared fish is a common restaurant cooking method, and having the ability to replicate this at home with ease is attractive to consumers.
Katherine Brouillard, senior brand manager, High Liner Foods said, “Anthem worked very closely with High Liner to gain an understanding of its brand heritage and visual equities to create a well proportioned clean package design that expresses the look and taste of restaurant-inspired cuisine. When a design direction was approved and validated by consumer research, Anthem engaged the expertise of Schawk to ensure the execution of this new premium line and guarantee our vision would become a reality.”
Anne Dean, managing director of Anthem’s Toronto office said, “In order to highlight the premium attributes of the High Liner products, Anthem developed a design strategy that differentiated both High Liner’s premium Signature line, as well as, the new added-value premium Pan-Sear Selects product.”
Gary Oakley, creative director of Anthem’s Toronto office commented, “Anthem’s design solutions needed to convey a fresh and modernized look for the High Liner products. We communicated the premium nature of High Liner’s products by creating a smart whitespace strategy that allowed us to easily introduce innovation, demonstrate consistent and clear communication, and reinforce the credibility behind the High Liner brand. The designs are fresh and light through the use of white, with strong appetite appeal through the plated photography, while staying true to the High Liner brand equities.”
Dean added, “Innovation and benefits are critical components of new product offerings. Pan-Sear Selects consumers can enjoy the quality and taste of restaurant-inspired cuisine right at home and a healthier lifestyle, as Pan-Sear Selects are a source of Omega-3 polyunsaturates, are low in saturated fat and contain no trans fats.”
Renée Walsh, director of client service, from Schawk’s Canadian office in Toronto commented: “Anthem’s and Schawk’s holistic brand point management capabilities certainly helped to differentiate High Liner Foods to consumers. Our teams worked side by side to maintain design and brand integrity through the entire project to create a compelling and consistent experience and a successful end result. Anthem focuses on strategic and creative excellence, while Schawk focuses on premedia executional excellence. This is what makes our brand point management offering so powerful.”
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