Northern Wind: “Leading With Strength. Delivering With Integrity.”

The Challenge
Northern Wind, the largest scallop processor in North America, entered Seafood Expo North America at a pivotal moment. With the recent acquisition of Atlantic Capes Fisheries’ sales and processing divisions, Northern Wind gained responsibility for nearly 50% of all scallop landings in New Bedford and command of a fleet exceeding 120 scallop vessels. This bold expansion demanded a campaign that would signal strength, reinforce trust, and communicate a steadfast commitment to sustainability, quality, and customer partnership.

The Strategy
Thought For Food & Son created a fully integrated campaign built around the message: “Leading With Strength. Delivering With Integrity.”

This platform served as the foundation for a unified marketing approach spanning pre-show, at-show, and post-show communications. Our strategy combined high-impact creative with targeted digital and trade outreach to amplify brand visibility, drive booth traffic, and support business development.

Social Media Activation

Print & Digital Advertising

A bold pre-show ad campaign drove industry-wide awareness. Key placements included SENA Show Daily (print and digital) and a high visibility 20×4 trade show hall banner.

Photography showcased Northern Wind’s scallops, lobster, and ahi tuna underscoring the company’s premium quality, transparency, and leadership position.

Sales Collateral Design

We delivered a full suite of sales tools aligned with the campaign message and visual identity. These included a premium brand brochure, product-spec sell sheets tailored for international and domestic buyers, and booth graphics that reinforced the brand’s evolution.

Result:
Sales teams reported more focused and productive conversations, supported by refined messaging and professional-grade materials.

Food Trade PR

To boost credibility and reach, we executed a targeted food trade PR campaign focused on Northern Wind’s expanded scale, sustainable sourcing, and market leadership.

Editorial outreach secured placements in top seafood and trade publications, amplifying the brand’s voice across key decision-makers and media channels.

Results:
The campaign earned high-value editorial features, strengthening Northern Wind’s reputation as a trusted, high-volume seafood supplier on the global stage.

The Outcome

The “Leading With Strength. Delivering With Integrity.” campaign successfully repositioned Northern Wind as a bold yet values-driven industry leader. Our integrated approach delivered measurable engagement, elevated brand perception, and a cohesive identity that continues to support post-show marketing and sales momentum.