Clover Leaf Seafoods
360 marketing program helps Clover Leaf break ground in the ethnic market
2016 IABC Gold Quill Merit Award Winner (Global) – Marketing, Advertising and Brand Communication
2016 Marketing Awards Winner (National) – Multicultural (Bronze)
Clover Leaf Seafoods invited Focus Communications to formally introduce their canned seafood to Chinese-Canadian consumers. The biggest challenge was the preconceived notion Chinese audiences had about canned food being unhealthy, with additives and preservatives. It was therefore crucial to develop an integrated, holistic marketing campaign, with compelling messaging that would not only educate Chinese consumers about the untold benefits of Clover Leaf, but also drive purchase through product experience.
Equipped with well-grounded expertise and proven success in CPG branding and 360 multicultural marketing, Focus formulated a results-driven strategy for Clover Leaf that hinged on brand awareness and consumer education.
The response was overwhelming. Promoted products were sold out and over 100 media stories were generated in print, web and social that resulted in millions of impressions in BC and ON. The campaign also won two industry awards, the global IABC Gold Quill Award and national Marketing Award.