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The challenge 

To grow sales and profitability, Sanford needed to add value to their core business and move beyond the traditional model of catch, freeze, sell. The opportunity lay in lifting their fresh credentials (straight from the sea) and leverage their skills and packaging capabilities to move into retail trade and stronger DTC.  


Client: Sanford
With a rich 130+ year history, Sanford is the home of sustainable seafood in NZ.  
What we did
Retail business operations audit and improvements | Store design and customer experience re-development | Hero product brand launch – packaging, marketing communications planning and execution | Online store marketing | Advertising & marketing communications 
The approach + solution 

The team took a holistic view of the business and identified key opportunities to improve commercial performance, primarily benchmarking, KPI assessment, implementation, and refinement of SOPs. This provided a strong platform of day-to-day operational improvements to the retail business, on and offline that paved the way for more improvements in other areas. 


The internationally acclaimed Sanford & Sons retail store is the flagship of the iconic Auckland Fish Market and both were revitalised through improved layout and environment, compelling brand storytelling and engaging activation through a strong marketing and advertising programme.  


We also developed and launched Sanford’s super-premium product – Big Glory Bay Salmon - to consumers through marketing communications and advertising right through to the development of retailer fixtures and creative. 

What Sanford said

Starting from the ground up Juanita and the team soon became an invaluable part of our business building understanding and putting in systems and best practices across our business, creating structure and cadence and helped us ultimately achieve our growth objectives. 


RX are very focused on change and positive outcomes and realise to do that you need to bring the team working on the shop floor on the journey with you. 


They worked closely with the managers and team to engage them and help develop a stronger team culture with a growth mindset. 


Justine Powell | GM, Marketing 

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