Whitby Seafoods ← Back to the portfolio

Whitby Seafoods have been quietly producing some of the best frozen seafood in the UK for nearly 30 years. A family business based in Whitby, North Yorkshire, they’ve been a favourite in food service for many years, but had failed to make the same kind of impact with their retail offering. The frozen fish category was dominated by the likes of Youngs and Bird’s Eye, and Whitby’s packaging was getting lost in a ‘sea of same’ – a time-warp of cold, blue, corporate-looking packs.

We saw an opportunity to reinvigorate the category, to re-position Whitby Seafoods as an upmarket brand for discerning shoppers and to cement them as Britain’s no.1 scampi producers. So we took the best bits of the brand – the rich heritage and magic of Whitby the place and their point of difference as a small, family business  – and used this to create a new identity that’s bursting with warmth, wit and quirky charm.

The news packs have enormous stand-out on shelf, and have made great gains with increased sales and new listings, including their first ever in Waitrose.

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