Although Ocean Trawlers’ premium UK products were the quality benchmark in the seafood industry, they were not enjoying the competitive advantage this position should have been delivering. In an industry that normally trades its products as commodities, Ocean Trawlers took a visionary approach, briefing the agency to add value to their premium products in order to become supplier of choice to their customers. A compelling brand mark on which Ocean Trawlers’ four strong propositions around quality, traceability, certification and reliability could effectively be leveraged was developed and the launch list included a website, branded packaging, sales literature and an innovative fish fork dispenser. In the four years since launch, global sales have soared 277% from £62million to £234million. There has been a 209% increase in global volume from 11,000 to 34,000 tonnes and the business’ market share of global fish and chip shops is up 109% from 11% to 23%.