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Industry Trade Toolkit

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Industry Trade Toolkit FOR INDUSTRY USE ONLY For further information or to give feedback on this guide, contact: Seafood Scotland t. +44 (0) 131 557 9344 e. [email protected] w. www.seafoodscotland.org Scottish Salmon Producers Organisation t. +44 (0) 1738 587 000 TRADE TOOLKIT e. [email protected] w. www.scottishsalmon.co.uk FOR THE SCOTTISH SEAFOOD INDUSTRY Label Rouge Scottish Salmon t. +33 (0) 141 02 85 03 e. [email protected] w. www.saumonecossais.com Scotland Food & Drink t. +33 (0) 131 335 0940 e. [email protected] w. www.scotlandfoodanddrink.org Scottish Development International Douglas McCheyne t. +33 (0) 141 228 2960 e. [email protected] @SeafoodfromScot Seafood from Scotland Edition 01 June 2016 C M Cutter Artwork Approval Y K Job number: AS00222 Client: SFD Job description: Toolkit Cover Manager: Yvonne Artwork proof amend by: Dominic Designer: Dawn Proof number: 2 Artwork created by: Karen Date: 24/05/16 This toolkit is for industry use only. It is not for use with buyers or consumers. For a list of all marketing materials that can be used with consumers, see page 10. Contents 02 A guide to this booklet 03 Brand model 04 Scotland – A Land of Food and Drink branding 06 Seafood from Scotland and Scottish Salmon brands 08 Key strengths and benefits 10 Seafood from Scotland marketing and communications 16 Shellfish sub brand 18 Salmon sub brand 20 Whitefish sub brand 22 Oil-rich fish sub brand What is this toolkit for? This toolkit has been designed to help you and others in the industry to communicate the same strengths and unique selling points that make the Scottish seafood industry, its people and products distinctive. Who is it for? The booklet has been designed for use within the industry. This includes fi shermen, processors, trade bodies like Seafood Scotland, Scotland Food and Drink and stakeholders like Scottish Enterprise or the Scottish Food and Drink Federation. Together we’re working hard to support, grow and develop the industry and whether you have little background or focus on seafood day in day out, this booklet will help you to be part of that. How do I use this toolkit? You can use the booklet as a road map to understanding the Scottish seafood industry. It will outline the story we want to tell, and show how it is built around the key strengths of the industry, and the statistics that highlight these strengths. Inside this guide you will fi nd information on: · Scotland’s varied and vibrant seafood sectors. · The stories we want to tell. · Our key skills and what they deliver for buyers and consumers. · The key products we are raising awareness of. · In depth information and statistics about our industry. 02 SCOTLAND – A LAND OF FOOD AND DRINK BRAND MODEL How our brand works Scotland - A Land of Food and Drink is the overarching brand for the food and drink sector. All communications follow on from this brand, with recognisable logos, design and language (how we talk about them in print, digital, social media and face to face communications). Our vision and brand values Scotland is a country with outstanding and unique food and drink. This is underpinned by the three main brand values: · Our people - Scotland’s forward thinking food and drink producers innovate and adapt to modern market demands, while staying true to deep-rooted traditions which have been handed down through generations. · Our place - There is a natural harmony between Scotland’s land and seascapes. With regions carrying their own unique personalities and diversities to create produce with real taste and character. · Our product - We take great care and pride in everything we produce; passionate to deliver fantastic tastes and fl avours for food and drink lovers throughout the world. 03 SCOTLAND – A LAND OF FOOD AND DRINK Scotland – A Land of Food and Drink is the main branding for all food and drink sectors in Scotland. Seafood from Scotland is a sub-brand of this and has been created to reflect the brand values of people, place and product that are specific to the seafood sector. These three elements, help to build the seafood story and are set against a green/blue tinted background to evoke associations with Scotland’s seawaters and lochs. Other food and drink sectors have a backdrop that is relevant to them e.g. the soft fruits sector is red which can be associated with berries/fruit. This brand trademark must be used in conjunction with the cohesive story and background of people, place and product. With beautiful and unspoiled landscapes, fertile land, crisp water and clean air, Scotland is home to some of the best natural produce in the world. A bold statement…but entirely true! 04 There are currently 12 other category sectors which are shown below, with an individual colour associated with each, and their own people, place and product photography. These sectors are Whisky, Meat, Brewing, Dairy, Baking, Soft Fruits, Premium Spirits, Premium Retail, Produce, Innovation, Seafood and Salmon. When working together this creates a very strong and very distinctive brand. Scotland has been brewing beer for over From the humble loaf of bread, to buttery Scotland harvests some of the very best 5,000 years, so we’d like to think we’ve and luxurious shortbread, that irresistible soft fruit in the world. Our berries have a mastered the art. Today, Scotland’s craft smell of fresh baking, which permeates very unique and distinctive flavour, as the brewers are very much alive and well, from Scotland’s craft bakers, evokes cooler climate and long daylight hours brewing a wonderful array of distinctive The lush green fields and rolling wonderful memories of homemade baking, allow the berries to fully ripen and develop beers, full of character and flavour for landscapes provide a natural habitat fresh from the oven. a sweet and succulent flavour. the discerning palette. Sláinte! for our cows to roam freely and happily. It’s this safe environment that allows our cows to produce the finest milk that goes into our butter and of course our legendary Scottish cheddar cheese. Translated as the ‘water of life’, our native drink, Scotch whisky, is expertly crafted by master blenders and cask-aged to perfection. Scotland is home to the world’s most celebrated golden elixirs and with just a ‘nip’ needed to appreciate its journey, we’re sure you won’t be disappointed… With the freshest and cleanest water around, Scotland is home to a rich and diverse range of seafood, from deep-water whitefish, shoals of mackerel and herring, to the world’s largest supply of langoustine and other premium shellfish. Seafood from Scotland is exceptional and exclusive, as well as bursting with exciting tastes and flavours. INNOVATION is what keeps Scotland Scotland’s larder produces famous We are fortunate to have the perfect With the glint of silver and the brightness of While Scotland is world renowned for its at the forefront of consumer trends. brands and iconic products, such as climate to grow the very best fresh her eyes, the salmon swims in the very cold, Scotch Whisky, we also have an abundance We have specialist colleges, universities tablet, jams and preserves together with produce, where products grow at natural clear and fresh Scottish waters, cared for by of other premium and artisan drinks; and world-class research facilities, where hand made melt in the mouth artisan speeds in our lush fertile soil. Dovetail the fish farmer, who instinctively knows and in particular we see the renaissance of scientists and food producers work in a chocolates, and of course our world this with the skill and care of the Scottish understands his fish. It’s this knowledge that Scottish Gin, distilled in smaller stills – spirit of collaboration and trust to find famous shortbread – where else would Growers and you have a wide array of ensures every salmon delivers in texture and stylish, clean, crisp and zesty! new and innovative products for today’s you find Premium Grocery such as this? vibrant tastes, flavours and colours. succulent flavour, fresh to your plate. discerning consumer. 05 SEAFOOD FROM SCOTLAND – BRAND MODEL OUR NAME Seafood from Scotland OUR POSITIONING A country with outstanding seafood OUR BRAND VALUES OUR PEOPLE OUR PLACE OUR PRODUCT Scotland’s forward thinking fi shermen, We take great care and pride in everything farmers and producers innovate and adapt Scotland’s natural lochs and seas create we catch and produce – we are passionate WHAT THIS MEANS to modern day market demands, while staying true seafood that is uniquely Scottish and world about delivering fantastic tastes and fl avours to deep routed traditions which have been renowned for its quality. for seafood lovers throughout the world. handed down through the generations. BRAND TONE OF VOICE INSPIRING WELCOMING EMOTIONAL CONFIDENT BRAND PROPOSITION ‘HOME TO SOME OF THE WORLD’S FINEST SEAFOOD’ STYLE OF COMMUNICATIONS WE HAVE A STORY TO TELL OPEN FOR BUSINESS PERSONAL COMMUNICATIONS TEST IS IT SIMPLY UNDERSTOOD? IS IT TRUE TO THE BRAND VALUES? IS IT IMPACTFUL? ALIGNED WITH EVER EVOLVING CUSTOMER BENEFIT REASSURANCE FANTASTIC TASTES AND FLAVOURS CONSUMER DEMANDS 06 The Seafood from Scotland story This story underpins all the communications for Seafood from Scotland and ensures that the messaging about our seafood’s quality, heritage and provenance is cohesive and collaborative. Scotland’s cold clean seas and lochs have been home to a rich and diverse range of seafood for generations. From succulent whitefish, How Seafood from Scotland glistening shoals of mackerel to sweet flavoured shellfish and the world’s largest supply of langoustine, seafood from Scotland is branded is exceptional and exclusive, bursting with possibilities and exciting flavours.
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