Since starting its business in 2016, NZCS experienced rapid growth. With increasing demand for ‘clean, green’ premium New Zealand seafood products, particularly in Asia, the company was in a strong position to leverage the opportunities of the growing US$160 billion global seafood industry.
In 2019, the company sought to raise AUD $5 million via a public offer on the ASX, which would enable them to significantly expand their production capacity, product range, and distribution into Asian markets.
To succeed, NZCS needed to present their story, products and value proposition to investors, and position themselves as a profitable, credible company, with significant investment potential.
A best-fit marketing team
Once briefed, we assembled a marketing team to develop and execute a strategy and plan. This included a marketing manager, brand specialist, copywriter, graphic designer, public relations specialist, and a marketing director to oversee the project.
In a tight three week timeframe, we worked closely with the NZCS team to get the company investor-ready and prepared to list on the ASX.
Brand positioning and identity
Our brand positioning strategy leveraged New Zealand’s pristine, clean, green environment and premium, sustainability-managed fisheries industry. At company and product levels, key messaging highlighted USPs, including NZCS’ highly-valued, premium-quality organic ingredients; growing revenues and market demand for their value-added products; and an experienced leadership team with intimate industry knowledge. Key messaging also summarised identified opportunities for growth through access to new capital.
To reflect this positioning, we delivered a new logo, look and feel for the NZCS corporate brand that was professional, contemporary, distinctly New Zealand, and versatile, with brand architecture in mind, to support future B2B and B2C marketing initiatives.
Branded materials including a prospectus, presentation deck, investor video, and a new website were developed in line with ASX compliance – providing NZCS with the tools and collateral they needed to attract investors via market awareness and road-shows.
NZCS successfully listed on the ASX and raised AUD $5 million, with significant support from local and international shareholders. Equipped with capital and a strong marketing foundation, NZCS is set up to execute its growth strategy and continue to share their high-value seafood products with the world.
Our experience working with Objective was very positive. They are a great team made up of friendly, knowledgeable people who were a pleasure to work with. They got the job done within a tight timeframe and were flexible to suit our needs, making our time working with Objective stress-free and enjoyable. We look forward to working with Objective again in the future. Erlyn Dale, Non-Executive Director