Canada’s Food Island

The Client: Canada’s Food Island is a brand developed and managed by Food Island Partnership, an industry-led organization tasked with growing the food industry through food company and food cluster development on Prince Edward Island.

The Challenge: In 2022, Food Island Partnership (FIP) engaged the services of ShanCo Studio to craft website copy for its fresh new site. The main challenge was that the copy needed to speak to the brand’s three distinct audiences: culinary tourists, home cooks, and PEI food entrepreneurs interested in accessing support through the FIP ecosystem.

The Solution: While the project scope didn’t include a full brand strategy, I engaged in a mini-strategic process to establish a brand persona and positioning. The concept of a ‘PEI food story’ was employed as a common thread that would resonate with each of the key audiences and establish a distinct brand position for Canada’s Food Island.