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PEI Aquaculture Alliance

FROM TIDE TO TABLE.

When the PEI Aquaculture Alliance came to us in early 2020, its membership was dealing with a bit of an identity crisis.

Misinformation and negativity around safety practices, and environmental impacts was harming the reputation of an industry that follows stringent environmental protocols, provides thousands of jobs to Islanders and generates over $230 million annually.

The challenge: How do we affect a change in public perception of aquaculturists when the public knows very little about what they do? The answer, connect what is unfamiliar with something that is. The term “Farmers of the Sea” was born.

By likening aquaculturists to their dryland counterparts (potato and dairy farmers), we were able to position these wholesome, hard-working people as respectable and vital our communities and Island economy.

We then humanized the industry by sharing stories of multigenerational sea-farming families, and highlighting the diversity, sense of community, and appreciation for our natural resources shared by these admirable and appreciative people.

What we did:
Branding
Campaign
Digital Advertising
OOH / Print
Contesting
Social Media
Content Writing
Video

PEI Aquaculture Alliance

FROM TIDE TO TABLE.

When the PEI Aquaculture Alliance came to us in early 2020, its membership was dealing with a bit of an identity crisis.

Misinformation and negativity around safety practices, and environmental impacts was harming the reputation of an industry that follows stringent environmental protocols, provides thousands of jobs to Islanders and generates over $230 million annually.

The challenge: How do we affect a change in public perception of aquaculturists when the public knows very little about what they do? The answer, connect what is unfamiliar with something that is. The term “Farmers of the Sea” was born.

By likening aquaculturists to their dryland counterparts (potato and dairy farmers), we were able to position these wholesome, hard-working people as respectable and vital our communities and Island economy.

We then humanized the industry by sharing stories of multigenerational sea-farming families, and highlighting the diversity, sense of community, and appreciation for our natural resources shared by these admirable and appreciative people.

What we did:
Branding
Campaign
Digital Advertising
OOH / Print
Contesting
Social Media
Content Writing
Video

229,433

tv spot
impressions

236,800

digital
impressions

3

industries
represented

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