PACIFIC WEST
The Business Problem
Pacific West distributed their frozen seafood product through the Food Service channel. Based on their success, they were in a position to extend into the retail market. The FMCG frozen seafood market was dominated by Simplot with 70% market share. Below them, the space was cluttered with up to a dozen brands as well as the supermarket’s own labels.
UNO's Creative Solution
Pacific West needed to establish a point of difference and product appeal that would set them apart from the competition. Our research showed that quality expectations were low for the frozen seafood category. However, when consumers trialed the Pacific West product, they were genuinely surprised by the high quality of the fish. UNO identified a unique selling proposition that the competition couldn’t match. Unlike other brands, the Pacific West range was developed by chefs for the hospitality industry, they offered shoppers a superior frozen, ready to cook product range with real taste appeal.
UNO developed a testimonial campaign to drive trial. We also recommended a test and learn approach. Taking the learning from each test, modifying our strategy accordingly, to maximise the effectiveness of the spend.
Radio – Regional
UNO focussed on regional areas, away from the coast, where access to fresh seafood was limited. A good quality frozen seafood had strong appeal in these markets. Radio offered a highly targeted medium with low production costs. Vox- pops creative execution was used to provide ‘real customer’ endorsement.
Point-of-purchase
Targeted In-store product sampling in grocery chains and independents with a chef theme demonstrated how easy and tasty a Pacific West frozen meal can be. On-pack Promotions were developed to drive trial and weight of sales.
The Outcome
After just 5 years, UNO has helped Pacific West rise to a clear number two in the frozen seafood category. Growth continues.
