CELEBRATE THE MAINE LOBSTER ROLL
An integrated campaign honoring Maine Lobstermen and the craft behind one of America’s most iconic dishes.
CLIENT: Maine Lobster
THE OPPORTUNITY
Heading into the summer season, the Maine lobster fishery was facing new regulations that threatened the livelihoods of people working across the industry.
THE INSIGHT
Putting real faces and personal stories behind the industry could build understanding, empathy, and advocacy. We could turn demand into support for the fishery by connecting the popularity of the lobster roll to the people behind it.
THE IDEA
A people-first campaign celebrating the individuals who make up the fishery. By profiling lobstermen, processors, restaurant owners, and gear makers, the campaign highlighted the breadth of the community while pairing their stories with limited-edition lobster rolls that helped fund the future of the fishery.
ROLE: Led concept and visual direction across photography, storytelling, and social, collaborating with strategy and production to bring the campaign to life.
Profiling the Community
At the heart of the campaign were the people who make the fishery possible. We documented over a dozen voices across the industry to put real faces behind the product and highlight the breadth of the community.
Bringing the Story
to the Plate
We created limited-edition rolls and a custom packaging system that carried each story from dock to table, turning demand into direct support for the fishery.
RESULTS
Sold out of 10k
Celebrate the Maine Lobster Rolls
3.5M+
Customers Reached
Hundreds
Of Online Placements
THE TEAM
Group Creative Director: Allyson Hoar
Senior Copywriter: Patrick Linehan
Art Director: Ty Petrin
Fishery Photography: Hannah McGowan
Product Photography: Evan Kalman
Production/CX: Ciera Miller