Scottish seafood producers Loch Fyne has appointed Denvir to develop its brand strategy following an agency review.
The Stirling-based brands agency will now deliver an integrated marketing and communications plan to build on existing brand awareness, engage target consumers and increase sales across both UK and international markets.
Focusing on all Loch Fyne’s business sectors, which include foodservice, home delivery, independent retail, restaurants and export, the campaign will focus on consolidating the brand footprint whilst maximising cross-sell opportunities. Loch Fyne currently turns over £22m.
The brand growth strategy, which will combine targeted marketing, PR, events and experiential activity, will kick off this month with the launch of Loch Fyne Whisky Marinated Salmon, a new addition to the Loch Fyne range. The smoked salmon which has been produced in partnership with Glengoyne Distillery, will combine the brand’s smoked salmon with a 21 year old malt whisky. A PR and marketing campaign will support the retail launch and Denvir will work with Loch Fyne to launch the new product into major multiples.
Suzanne George, Managing Director, Denvir said: “A big part Denvir’s portfolio focus is about strong, independent brands and Loch Fyne is a great example of this. We are really looking forward to working with the team at Loch Fyne and adding value to this Scottish gem.”