Websites Development | Scottish Salmon Company

✒ Bakkafrost Scotland (formerly The Scottish Salmon Company) is the leading producer of the finest quality Scottish salmon operating across the remote Western Highlands and Islands of Scotland.

They approached us with a rather unusual challenge - to write website copy for three websites selling their bespoke salmon to very different audiences. The product was the same, but the audience varied heavily and so the focus had to change for each website.

We took inspiration from another product that Scotland takes great pride in, but which has many different audiences: whisky. We identified some whisky brands that spoke to each of the audiences and used that as a starting point for our websites.

✒ Lochlander was aimed at a mostly-American audience, and so we focused on the heritage, history and heart of the salmon's surroundings, speaking to the very American love of their overseas ancestry.

✒ Tartan Salmon was aimed at a European (predominantly French) audience, whose attention was caught by quality rather than history. So we spoke about how this salmon was the only Scottish fish to have the Label Rouge accreditation, attesting to its pedigree.

✒ Native Hebridean was built for a Japanese audience, whose use for the salmon varied from more Western dishes - sushi and sashimi. Our focus in this copy was the freshness, firmness and strength of the product, proving that it stood up to the challenges of a different cuisine.

Client: Scottish Salmon Company
Designer: Paul Fotheringham
Developer: Various
Company: Frame Agency