As part of a major brand refresh, High Liner – a Canadian seafood frozen meal company – has revamped the looks of its iconic character, Captain High Liner. At the same time, High Liner Foods is also celebrating its 120-anniversary this year.
“High Liner is one of our country’s most beloved and trusted brands and the Captain plays a significant role in that. We wanted the brand’s visual identity to reflect our modern product line and our passion for seafood. But it was never about creating a new Captain or changing him too much. He is still the Captain Canadians know and love,” said Craig Murray, senior vice president marketing and innovation at Higher Liner Foods.
Along with the new packaging, High Liner is also rolling out the new Seafood is Better integrated marketing campaign. On top of that, the firm recently unveiled new products including wild-caught Haddock Bites, a sharable snack.