Marketing a premium natural product
to local audiences
CAMPAIGN STRATEGY
PHOTOGRAPHY
VIDEO PRODUCTION
PARTNER DEVELOPMENT
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Wild salmon from BC is one of the most spectacular seafood products in the world. It has earned an international reputation as a delicious, premium, natural product. BC Salmon tapped Picnic to help tell the story of the men and women whose livelihoods are spent harvesting this wild local product. Additionally, for 2021 BC Salmon’s goal was to reintroduce this beautiful natural product to local consumers.
Solutions
To tell the story of BC Salmon fishermen, our story production team spent several days embedded with local commercial fishing boats off the coast of Vancouver Island and the Fraser River. Simultaneously, our marketing team reached out to our network of local wineries and chefs to help promote BC Salmon products in their restaurants.
Results
From our on-location production team, BC Salmon was provided with hundreds of professional photos for use across all channels. Additionally, a series of social media video ads were created from our time embedded with commercial fishers, as well as several industry spotlight videos. Multiple world-famous BC restaurants and Wineries also are participating in a large campaign this summer to help promote salmon-safe.
A goal for this campaign was to bring the men and women whose livelihoods depends on fishing to the forefront of the BC Salmon Brand. By embedding a photographer for several days with commercial fishermen, we were able to capture truly unique eye-catching images.
Nothing can compare to the taste of a wild BC Salmon. In addition to on-location photography, our kitchen team created a series of mouth-watering recipes for BC Salmon to help promote their product to consumers.
partnership: Naramata inn
The Naramata Inn is undergoing a renaissance thanks to visionary chef and Oceanwise founder Ned Bell. With an emphasis on sourcing hyper local ingredients and seasonal dishes, the Naramata Inn is quickly making a name for itself as one of the restaurants on the forefront of sustainability and fine dining. With his past history with Oceanwise, Ned Bell and the Naramata team were a perfect partner for BC Salmon’s campaign.
PARTNERSHIP: OK Crush Pad
Christine Coletta is widely considered the “Godmother” of the Okanagan Wine scene. Since the early 90’s she has worked tirelessly to put BC on the map of the international wine world. In 2011 She founded OK Crush Pad; an innovative winery and processing facility that is home to the Freeform, Narrative, and Haywire wine brands. All of the OK Crush Vineyards are certified Salmon Safe, so they were a natural fit for a marketing collaboration with BC Salmon.
