The Challenge

Moving an Australian lobster company out of the commodity space and into a consumer-facing brand for China’s growing premium consumer is one of our proudest achievements here at The Silk Initiative. As F&B brand strategy specialists, assisting clients such as Pepsi and Campbell’s in China certainly presents a wide range of challenges, but partnering with brands such as Brolos (from The Geraldton Fisherman’s Cooperative) on developing their China brand positioning, proposition and packaging strategy presents a unique and rewarding opportunity.

Our Journey

Working with consumers and the retail trade to heavily research the market opportunity in China, we were able to develop a completely new brand proposition and marketing mix execution during our 18 month journey together.

Brolos lobster premium packaging for the Chinese market

 

Designing a packaging solution for a live lobster to be delivered to apartments in urban China (through JD.com with other e-tailers to follow) wasn’t easy. Once we determined the proposition for the brand, we worked extensively on nailing a premium pack design that would convey our winning proposition. Our packaging is not only able to transport the live Western Australian lobsters safely, but utilises a stunning product shot of the crustacean in its natural setting, the Brolos logo and tagline (created by our team) and the critical environmental information and rich provenance story in Chinese that is necessary to connect with our target consumers in China.

Our strategy work also helped inform a range of activation decisions. We assisted in creative video development, consumer brochure and trade materials, as well as the brand book for China that was utilised for all brand launch activation touch points (PR and advertising planning).

Brolos lobster ordering online

The Result

As a result, our client is moving beyond a commodity business in China for its lobsters and into an entirely new business with a consumer-facing retail brand. Our client now also knows how and where to activate its brand in-market, and can guide Chinese partners on how the brand needs to show up across market without having to worry about deviations from the China market strategy we’ve helped develop. We are looking forward to the rest of Brolos’ Chinese journey.

Watch our fun video below to see how the TSI team in Shanghai celebrated being one of the first recipients of a live lobster delivered by our client, Brolos, to apartments in urban China through JD.com.

For people within China without a VPN: