GULF WILD® TRACKABLE SEAFOOD
What happens when you’re among the most conservation-minded fishermen in the world and 4.9 million barrels of oil spill into your back yard? That’s roughly 210 million U.S. gallons so naturally The Gulf of Mexico Reef Fish Shareholders’ Alliance freaked out at first. Then they called Envolve Strategies.
It was the largest marine oil spill in history, and it had devastating consequences for the watermen who made their living harvesting and selling seafood in the Gulf. Our job was to bring to life a unique concept of fish tags that could publicly display the complete credentials of a specific fish online. We inherited an awesome concept from our client, and fueled it with passion from both parties. – like exactly where in the Gulf of Mexico it was caught, who caught it, from what vessel, even confirmation of the type of fish – all while affirming the growing sustainability initiatives that relate to the fishery.
The proactive Gulf Alliance fishermen had already conceived the revolutionary tagging system before engaging Envolve Strategies, but the historic oil disaster threatened their very concept before they could get it into play. We had to move fast.
With sustainability at the core of Gulf Wild's brand promise, we committed to building a “first” in Gulf seafood. Our niche expertise revealed that most consumers are willing to change their consumption habits if it can help improve the world around them. Most green consumers, we knew, would switch brands to one of similar quality and price if it supported a good cause. With these and other “green consumer” insights, we knuckled down to engineer what some industry insiders said is the most significant seafood brand introduction in years.
Envolve was the primary engineer of the entire Gulf Wild™ brand and industry introduction — from the initial naming exercises and prototypes of logo, gill tags and corporate ID, to messaging blueprints and marketing vision boards, all the way through multi-layered partnerships, media strategies and marketing strategy that continues to power the brand today.
Our mission-focused “Seafood with Certainty” brand promise earned the confidence consumers demanded after the catastrophic Gulf oil spill. We added valuable online expertise in developing the consumer-facing Gulf Wild™ TransparenSea System™ – the online seafood tracking system at myGulfWild.com that features layers of consumer-rich messaging and an impressively low bounce rate.
We also captured more than 225 media positive media hits in magazines, trade journals and consumer newspapers across the country in a two year period. All told, when combined with the satellite media tour we anchored in Galveston, TX, we achieved well over 16 million impressions in our sustained media campaign.
The client’s goals for Gulf Wild™ are far too intricate for a simple case study but we’re eager to answer any questions you might have.
After all, media, digital, branding, food safety, sustainability, marketing, crisis communications and partnership initiatives — all services we provided — requires an entire paragraph in and of itself!