The ‘face’ of High Liner Foods gets a makeover

As part of a major brand refresh, the Canadian seafood company’s iconic Captain High Liner gets a modern makeover to reflect the brand’s young-at-heart personality.

With a trim and a fresh wardrobe, the new Captain High Liner reflects the ‘young-at-heart’ personality of the brand.
With a trim and a fresh wardrobe, the new Captain High Liner reflects the ‘young-at-heart’ personality of the brand.

​He’s an icon of the seafood aisle. He’s been a part of Canadian meals since the 1970s. And he just got a fresh new look. That’s right, Canada, there’s a new Captain High Liner in town.

“High Liner is one of our country’s most beloved and trusted brands, and the captain plays a significant role in that,” says Craig Murray, Senior Vice President Marketing and Innovation at High Liner Foods. “We wanted the brand’s visual identity to reflect our modern product line and our passion for seafood.”

And passion is what they got—consumers reacted with delight at the new look, says High Liner. On closer inspection, it becomes clear that it’s still the same captain. However, many on social media were quick to point out that the Captain’s new look, sans hat and turtleneck, is turning heads.

“We appreciate the attention and that people like him,” says Murray. “He is the same trustworthy captain, but now people see him in a new light. His look fits our ‘young-at-heart’ personality. He reflects that we are a modern brand creating new and inspiring seafood products.”

The revamped icon comes as part of a major refresh of the High Liner brand and coincides with the company’s 120th anniversary this year. “The new look of the High Liner brand is an exciting and dramatic refresh,” notes Murray. “But it was never about creating a new captain or changing him too much. We wanted people to see what was always there. He’s the captain Canadians know and love. We just let him shine with a trim and a fresh wardrobe.”

High Liner Foods says it is championing the incredible taste, versatility, and role of seafood on Canadian plates. Along with new product innovation and brand-new packaging, they are launching their new Seafood is Better positioning with a fully integrated marketing launch. They invite people to check out their new packaging and new products, including wild-caught Haddock Bites, an on-trend shareable product for multiple eating occasions, including snacking. Haddock Bites will be available at Canadian grocery stores nationwide starting in April.

“We believe that seafood is better,” says Murray. “And we are on a mission to inspire Canadians to enjoy seafood like never before.”

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