The brief:
Maruha Nichiro is the world’s largest seafood company, with domestic operations dating back to 1880. Now it’s a leading global supplier of seafood, meat, and other food products. The company approached us with the challenge of applying its new branding to a completely refreshed global website—to further expand the brand beyond Japan while highlighting a wide variety of conservation efforts.
My role:
I was tasked with leading all copywriting and content strategy for the site.
I started with research into language most effective at showcasing the company’s good work in responsible sourcing without boring the readers to tears.
The challenge: I needed to find a tone and voice that would inform consumers about the company’s sustainability efforts, but also connect with them emotionally, avoiding the typical rigidity of big corporate messaging.
I found familiar language worked best. So I began working on a style guide, applying the research to outline strategies that balanced optimism, family, and trust with the serious nature of resource conservation. The result is a global site that re-positions Maruha Nichiro as a trusted leader in caring for the Earth's resources—a responsible company that serves and benefits the communities in which it operates.
Some Highlights:
*We would roll out blogs called “Reel Stories” that featured real life stories about conservation efforts, the cultural origins of recipes, and community participation. One such article explored Maruha Nichiro’s pivotal role in creating the first, completely sustainable egg-to-harvest bluefin tuna farm that didn’t rely on wild capture. Give it a read here.
*Here’s a page that explains the cultural history of fish in Japanese food culture. The goal was to feature unique and interesting facts about Japanese food while connecting with consumers in Western countries. The tone is fun, lighthearted, and familiar, but also informative. Check it out.
