Case Study
⚓︎
Case Study ⚓︎
Showcase New Brunswick’s world-class seafood industry—from oysters to redfish to lobster—and position the province as a destination where premium seafood, sustainable practices, and unforgettable culinary experiences come together.
The Ask
New Brunswick’s seafood is exceptional, but consumers don’t form emotional connections with products alone. They connect with the people, the places, and the stories behind what’s on their plate. To inspire audiences and elevate the province’s seafood sector, we needed to create a diverse content series that let people feel what it’s like to taste the salt air and see the passion in the hands harvesting their food.
The Insight
The Execution
We launched a Creative Influencer Expedition, a multi-day, boots-on-the-ground journey through New Brunswick’s seafood scene to capture a diverse range of content. From oyster beds to redfish vessels to lobster processing lines, we documented the heart of the industry. We produced two long-form professional videos (Oysters + Redfish), on-site social content from a lobster facility, lifestyle influencer content from Cielo Glamping and a chef-driven activation dinner, and high-end photography throughout—crafting a visual narrative that blended seafood, place, and experience. We rounded it off with industry-focused blog content, helping NB Deliciously Canadian extend their reach beyond social, into the minds of seafood professionals.
Deliverables
Video Content
Two anchor videos, each crafted to bring New Brunswick’s tide-to-table seafood story to life.
Oysters: Saltwater pride and pristine harvests that captured the farmers, the process, and the briny perfection produced by the waters of the Gulf of St. Laurence.
Redfish: The return of a legacy fishery reopening after decades, blending history, sustainability, and the future of Atlantic seafood.
Photography
A visual library built to last of high-quality imagery showcasing the seafood, the people, the production, and the ecosystem. From fishermen on the water to plates under rustic barn beams, each frame is designed to immerse audiences in the beauty and culinary bounty of New Brunswick.
Social Content
Real-time storytelling amplified the experience beyond the trip itself. Moments were all captured on-site, giving followers an insider view of New Brunswick’s seafood and lifestyle scene. The content reach was further amplified across InnaSea’s LinkedIn platform and the personal channels of our co-founders, Bri and Emily—extending the story beyond regional borders and into the feeds of seafood professionals and engaged consumers across North America.
Written Content
Because some narratives need more than a caption.
Casting the Net : NB Deliciously Canadian Shows How Engaging Influencers is Expanding and Elevating Their Brand
Pulling back the curtain on the power of experience-driven content and how it engages, expands, and builds seafood’s next audience.
The Redfish Revival - A Second Chance To Get It Right
Chronicling the return of this iconic fishery combining sustainability, industry, and local pride.
The impact of this multifaceted expedition is still unfolding, but the value is already circling back. The high-quality visual assets gives NB Deliciously Canadian the professional, polished edge needed to showcase their seafood industry with pride and credibility.
The production value of these assets, coupled with amplified reach through InnaSea’s LinkedIn and the personal platforms of Bri and Emily, ensured that these stories traveled beyond New Brunswick shores, connecting with seafood professionals, food lovers, and curious consumers across North America.
NB Deliciously Canadian now holds a library of evergreen content — owned assets that will continue driving awareness and engagement beyond the campaign window. Whether it’s future marketing, trade promotions, or social storytelling, these visuals and narratives will keep working for their brand.