Blair Academy

Launching a new product line in a new country can be overwhelming for any company, so our team at Stay Calm Industries built out a strategic marketing plan to launch the Iceland Catch brand, with an emphasis on raising awareness and garnering the interest of grocery stores in the northeastern United States. We collaborated with the Iceland Catch team to establish clearly-defined goals and assign metrics as to how they would be measured.

To capitalize on relationships with prominent grocery stores/chains, we developed marketing packages that are easily-deployable in any market that Iceland Catch would expand into, deploying low-cost high-impact tactics for the most effective use of their advertising spend. Under this comarketing plan, Iceland Catch can leverage the reputation that these grocery partners have in their local markets, grow their brand awareness, and influence customers to try their products.

Iceland Catch came to us with a logo, but as we emphasize with all of our clients, your logo is just one facet of what makes up your brand. We took the logo and built out their brand standards, including their voice, tone, imagery, and usage rules so that everything they appear on, from websites to billboards to digital ads, has a consistent look and feel - an absolute necessity for a new player in the frozen fish market.

In establishing their US presence, building a dynamic website that appealed to consumers and distributors alike was of utmost importance to Iceland Catch. They explained their vision and gave us a warm handoff from their Iceland-based web designer, and we hit the ground running.

We built their website to align with their brand, and wanted to emphasize the key selling points of their products - quality, freshness, and sustainability. We wanted to ensure that Iceland Catch's website functioned as a resource for valuable information on their products, including educating them on the types of fish offered, informing them how Iceland Catch does frozen fish better than anyone else, and even provide recipes for a variety of methods to prepare meals around their products.