Maine Lobster

Overview

Lobster from Maine is known throughout the world. Despite its popularity, the fishery behind the iconic seafood has fallen on hard times, with new regulations and COVID-19 impacting its business.

To help continue the demand for and legacy of the lobster, we were tapped by the Maine Lobster Marketing Collaborative to share the fishery's story. We have generated a loyal social following across Pinterest, Facebook and Instagram. We also regularly launch campaigns aimed at sparking sales, media headlines and storytelling for the fishery.

Maine Characters Campaign

Leading into the summer, the fishery was facing new regulations that impacted business. To build support, we came up with a new campaign to put a face behind the industry: Maine Characters.

We profiled over a dozen people across the industry, including lobstermen, processors, restaurant owners and gear makers. We shared their stories alongside limited-edition lobster rolls to raise funds for the continuation of the fishery. The full profiles can all be found here.

Results

We reached a total of 3.5 million customers, sold out of 10K Celebrate the Maine Lobster Rolls, increased website traffic and generated hundreds of placements across local, trade and national media.

Social

We translated our interviews with people across the Maine Lobster industry into social – helping spread the campaign further.

Jim’s dream was to be a lobsterman. After a serious accident, he worried that his dream would be impossible to achieve, but he couldn’t give up. Click the link in our bio to read his #MaineCharacters spotlight and learn more about his empowering story. #MaineLobster

Today, Denny Fiaalii is an assistant production manager raising his family in Portland. Before, he was a fisherman in the Bering Sea who met a woman on a fishing boat and fell in love. Click the link in our bio to learn more about his story as a part of our #MaineCharacters series. #MaineLobster

While Krista Tripp is carrying on the family tradition of the lobstermen before her, she’s also bringing something new to the waters she grew up on – aquaculture.

In 2017, @kristatripp started @aphroditeoysters as a way to supplement her income and keep Maine’s waters clean. Click the link in our bio to learn more about her story for Krista’s #MaineCharacters spotlight. #MaineLobster

When Sadie was a little girl, her dad said she could go fishing with him if she was ready in her boots bright and early. The next morning, he found her asleep in her little yellow boots in front of the door, and she’s been on the water ever since. Click the link in our bio to see our #MaineCharacters spotlight and discover how she started her own lobster restaurant, @MustBeNiceLobster. #MaineLobster

Our next #MaineCharacters spotlight is Stephen Brooks – a co-owner of @BrooksTrapMill and a trusted partner of lobstermen throughout the state of Maine. Click the link in our bio to learn more about his story and how he and his siblings are carrying on his family’s legacy.
📸: @hannahmcgowanphoto #MaineLobster

Think upcycling isn’t possible at sea? Think again. Learn how Nikki and Taylor Strout gave orange lobster fishing apparel – specifically the protective overalls lobstermen wear – new life with @Rugged_Seas in their #MaineCharacters spotlight. Click the link in our bio. #MaineLobster

Ongoing Social

Recipes

We regularly partner with influencers to develop easy-to-make Maine Lobster dishes to inspire home cooks to make the recipes at home.

Searching for recipes to shake up Thanksgiving? Swipe through to find our favorite Maine Lobster dishes that are perfect for bringing the family together. Click the link in our bio for more. #Recipes #Thanksgiving

Sweet 🤝 heat. Add Jamaican flavor flair to your Maine Lobster with spicy escovitch butter. Click the link in our bio to find the full recipe from @jamdownfoodie.

Need a recipe you can enjoy for the entire long weekend? Our Maine Lobster tagliatelle with burst cherry tomatoes is the perfect recipe. Click the link in our bio to try it today. #Recipes

Make sure you have a GOUDA #NationalGrilledCheeseDay. Click the link in our bio for our #MaineLobster grilled cheese recipe. #Recipes

Spice up your #CoastalGrandmother summer with coconut curry Maine Lobster. This recipe adds the perfect amount of island flavors to our favorite summer protein. Click the link in our bio for the full Jamaican-inspired recipe from @JamDownFoodie.

What are you serving for #Thanksgiving this year? Celebrate the way they did in 1621 and serve lobster! Indigenous people taught the pilgrims how to catch lobster and served it at the very first Thanksgiving. Click the link in our bio for our favorite holiday recipes.

The best pizza topping of all? We may be biased, but there’s nothing quite like #MaineLobster. Click the link in our bio to try our favorite way to do pizza night.

Mother’s Day is just around the corner and we have the perfect recipe to celebrate a mom who likes a little spice! Click the link in our bio to try it! #MaineLobster #MothersDay

Maine Lobster 🦞 + Jamaican flavors 🇯🇲 = the ultimate tostada 🌮! Treat your tastebuds to the magic combo of jerk spice, sweet Maine Lobster and tangy pineapple salsa. Click the link in our bio for the full recipe from @jamdownfoodie!

Sometimes classics need a new twist. Click the link in our bio to try our recipe for #MaineLobster scampi and let us know what you think in the comments below!

Card? ☑️ Gift? ☑️ Dinner? We’ve got you covered.
Head to the link in our bio to learn how to make the perfect recipe for #ValentinesDay!

A Southern classic with a Northern twist. Click the link in our bio to try our recipe for #MaineLobster and grits.

What does a lobsterman say to their Dad on #FathersDay? I can’t wait to shell-ebrate you! Shell-ebrate your favorite Dad by grilling him up delicious #MaineLobster. Click the link in our bio for the full instructions.

Break out your favorite margarita recipe – we have the perfect tacos to go with it! Tap the link in our bio for our Margarita #MaineLobster tacos!

We created social-first videos to further promote the sales of Maine Lobster by telling our sustainability story, highlighting local businesses, encouraging tourism, tapping into holidays, and educating about the proper way to cook Maine Lobster.

Additional Storytelling

Autumn in Maine 🦞🌊🍂 Click the link in our bio to find local hidden gems and our favorite Maine Lobster spots for your autumn getaway.
#MaineLobster #Autumn #TravelInspo

Do BLTs the @IslandLobsterCompany way. Top your favorite sandwich with delicious and fresh #MaineLobster for the ultimate meal of the day. Click the link in our bio for the full recipe.

Many Maine lobstermen harvest kelp in the off-season. Not only does growing the seaweed help them have another source of income, but it’s also helping to protect Maine’s marine environments. Click the link in our bio to learn more about the benefits. #MaineLobster

Make mom something she’ll remember this #MothersDay! Click the link in our bio for the full recipe and be sure to order your lobster to be ready for the special day!

You’ve bought flowers and chocolate before. Try something new for #ValentinesDay this year with the #MaineLobster Tail Bouquet. Simply click the link in our bio to order the kit and then follow our guide to assemble!

Make breaking down hard shell #MaineLobster easy with our easy-to-follow guide. Click the link in our bio for the full tutorial. #LobsterGuide #Cooking