Vega Awards Arcturus Winner Winner

2021

Seafood from Canada

Entrant Company

Waterwerks Communications

Category

Website - Best Technical Achievement (NEW)

Client's Name

Seafood from Canada

Country / Region

Canada

The Canadian Seafood Industry is known worldwide for exceptional quality and commitment to the environment and sustainability. Seafood from Canada is an Atlantic Canadian collaboration of seafood harvesters, farmers, and processors working tirelessly to provide high quality, sustainable seafood from the cold North Atlantic Ocean. Seafood from Canada needed a website to support an international audience of buyers who want to import the quality seafood products Canadian industry provides. Waterwerks uncovered key insights during discovery that informed the site’s navigation allowing users interested in only one species, provider or export capacity to get the exact information they need. The site was designed to support an SEM strategy and a separate site was produced for French users. The website strategy started with a new collaborative branding story and carefully cultivated content in the form of authentic videos, custom product photography, and succinct copy. Input from all Atlantic provinces was collected to ensure accurate representation of the area’s seafood on a global scale. An interactive directory helps consumers find the right provider, even narrowing the selection down to providers that ship to the consumer’s region. Finally, custom-built, privacy-focused analytics allows Seafood from Canada to monitor the effectiveness of the site while also following international online privacy regulations.

Credits

Partner Roxanne Morrissey
Creative Director Julie Rowsell
Developer Devon Crosby
Art Director Katie Baird
Production Manager Sarah Norman
Director of Video & Motion Media Pete Newman
 
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