When the folks at Cooke Aquaculture called us, we completely freaked out. First of all, we love seafood and secondly, we love a challenge. We were tasked with developing a whole new strategic positioning, along with a new creative platform for their True North Salmon brand. After many taste tests (much to our delight) and many late nights, a new campaign was developed. It’s called Stay True. True North isn’t just a name; it’s a constant reminder to be true to their customers, their community and to themselves. It’s a commitment to staying true to the environment and staying true to their family’s passion – the relentless pursuit of the better way to raise the best fish. And we’ve only just begun – we’re helping TNS develop a new set of sales tools while we help them prepare consumer facing campaigns for a pile of new products that’ll hit stores across North America in the very near future. Stay tuned. Stay true.