QUALITY RUNS DEEP
CHALLENGE
In a sea of competitors, how does a seafood company rise to the top? By knowing their brand and what makes it unique. Action Mary’s assignment was to identify Aqua Star’s key differentiator in a competitive industry and bring it to the surface.
Action
A deep dive into the research revealed that Aqua Star puts more resources behind quality assurance and sustainability than anyone, far beyond what is required by law and industry standards. We captured this competitive advantage with a new tag line: Quality Runs Deep. We helped uncover the brand’s core identity to guide external communications, including a website, packaging, media relations, and marketing materials.
Impact
“Quality Runs Deep” led the development of Aqua Star’s new website, visual identity, and brand. Reaction was so positive that the message has become more than just a tag line. “Quality Runs Deep” is now a core part of how the company views itself and presents itself to the world—it was even on full display at the 2019 Seafood Expo North America. This key message of quality was also played back in media placements, including Forbes, Men’s Health, Food Business News, Seafood News, and totalling over 164 million unique media impressions.