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Digiday Brand Summit December 2019 | Luke's Lobster

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Presented by Ben Conniff

Published in: Marketing
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Digiday Brand Summit December 2019 | Luke's Lobster

  1. 1. PURPOSE & PERCEPTION
  2. 2. WHAT IS LUKE’S LOBSTER?
  3. 3. • Tasty Lobster Rolls • Lizzo Image Guidelines • Aim for square and consistent size and placement, slide after slide • Top of image should align with top of Body Copy text box. WHAT MOST PEOPLE KNOW
  4. 4. • Sustainable seafood • Traceability • Vertical integration • Stakeholder advocacy • Environmental/Community initiatives • Team culture • Family history So what are we doing to teach people all the rest? WHAT THEY DON’T KNOW
  5. 5. “Sustainable” isn’t a regulated term like “Organic.” It takes more than words to prove you aren’t greenwashing. • B Corp Certification • MSC Certification • The Keeper Fund Image Guidelines • Aim for square and consistent size and placement, slide after slide • Top of image should align with top of Body Copy text box. PROVE IT
  6. 6. Because people don’t read. Image Guidelines • Aim for square and consistent size and placement, slide after slide • Top of image should align with top of Body Copy text box. SHOW, DON’T TELL
  7. 7. It sounds better when other people say it. Image Guidelines • Aim for square and consistent size and placement, slide after slide • Top of image should align with top of Body Copy text box. PARTNER UP
  8. 8. Believe it or not, not everyone cares about lobstermen. Tie into broader issues people do care about, and use your unique perspective as a launch pad. • Climate Change • Pollution • Economic Opportunity and Equity Image Guidelines • Aim to have image bleed to edges BE RELEVANT
  9. 9. THANK YOU Ben Conniff Co-Founder and CMO ben@lukeslobster.com

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