Clover Leaf

Client Situation

Clover Leaf had established itself as one of the leading seafood brands in Canada; however, it owned several sub-brands that were suffering from low consumer awareness and market share erosion. Clover Leaf commissioned Brand Matters to develop a strategy to revive its ailing surimi seafood franchise.

Brand Matters Recommendation

Brand Matters developed a full businessassessment of the ailing surimi seafood line, Cap’n Jac brand. The solution was to improve product quality and re-brand Captain Jac under the flagship Clover Leaf brand. Brand Matters’ process included full manufacturing and financial analysis. The result was product quality improvement, assisted by Brand Matters, with new packaging and a new pricing strategy introducing a new price-quality relationship. The re-launch was a success, with an initial quarterly sales increase of 10 market share points. Brand Matters later assisted Clover Leaf in the U.S. adapt of a new product format, the tuna pouch.

Client Verbatim

"Brand Matters developed insightful and focused analysis, which enabled us to strategically re-brand our key seafood product lines."
Christopher Lischewski, President

Category of Business and Topics

Consumer products, consumer research, strategy, team alignment, business assessment, pricing analysis and new product planning