Marketing Collaborative adopts new strategy for Maine lobster

PORTLAND — Following an extensive review of 20 agencies with specialized food expertise, the Maine Lobster Marketing Collaborative is adjusting its strategic campaign direction.

The organization asked a range of food marketing experts to research and evaluate its strategy, including assessing the acceptance and recognition of its “Maine New Shell Lobster” branding campaign. After a four-month review, the MLMC decided to continue to work with global communications firm Weber Shandwick.

The agency recommended an evolved strategy that focuses on the key product benefits of sweet flavor, sustainable sourcing and Maine origin, while recognizing that the new shell serves as an important indicator of seasonality. These key benefits will be elevated through an integrated campaign of public relations, digital marketing, social media, trade partnerships and issues management.

“We believe this is time to shift our focus to communicating the benefits of Maine lobster, with sweet flavor being the most prominent,” Marianne LaCroix, executive director of the collaborative, said in announcing the decision.

Stonington lobsterman Frank Gotwals, chairman of the MLMC Board of Directors, added, “An impressive amount of research was done by the agency to establish that, while we’ve made some good inroads in the foodservice market, we need to remind chefs why consumers love lobster so much.”

Weber Shandwick and the MLMC will focus on value-driving and demand-enhancing ideas that build on the successes of the past while recognizing evolving industry priorities. The 2020 marketing plan will be finalized and shared with the industry in the coming months.

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