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Burke & Burke

Seafood Retail Marketing Atlantic Canada
Case Study

PEI Mussel King

Morell, Prince Edward Island


The late Russell Dockendorff was known as the Mussel King of PEI since he pioneered the commercial farming of this tasty shellfish on the Island in 1978. The next generation of his family has grown the enterprise to the most established producer of cultivated mussels in Canada.


The company has grown to become a key exporter of these popular treats to wholesalers around the world. As the company recently entered into the retail arena, they quickly realized that they would need to develop a recognizable and consumer-friendly brand that could compete anywhere.


Our global branding solution fused years of tradition and island-grown goodness with the shelf impact and consumer appeal necessary to ensure PEI mussels show up in grocery outlets, and on plates around the world.


Mussel King’s line of value-added products are selling worldwide on four continents through major retailers like Kroger’s and Costco. One SKU sold in Canada (for which we developed packaging) increased a national grocery chain’s sales of mussels by an unprecedented 70%!

Retail Brand Development Atlantic Canada

What We Did:

  • Marketing Strategy
  • Logo & Retail Brand Design
  • Headlines and Content Writing
  • Website Design & Programming
  • SEO Strategy & Integration
  • Print Collateral
  • Sales Materials
  • Packaging
  • Trade Show Materials
  • Signage
Brand Redesign Atlantic Canada
Retail and Brand Development Atlantic Canada
The new retail brand fused years of tradition with shelf impact and consumer appeal.
Responsive Wordpress Website Design and Development Atlantic Canada
Retail Website Design Atlantic Canada
B2B Website Design Atlantic Canada
B2C Atlantic Website Design Canada

“I credit the new brand, consumer packaging, and all the marketing materials created by the Burke & Burke team as a big part our exponential growth on the consumer side of our business. Burke & Burke understand not only our needs, but the needs of the buyers and consumers they convince to try our products in every new market we enter around the world.”

- Esther Dockendorff, President, PEI Mussel King Inc.
Promotional Sales Tools Atlantic Canada

Sales Kit

Promotional Hardcover Book

To impress a global audience of wholesalers and consumers, all materials need to be working in concert.
Food Service Marketing Atlantic Canada
Retail Consumer Goods Marketing Atlantic Canada
Retail Food Packaging Atlantic Canada

Frozen Prepared Mussels

One of the first packaging solutions we developed for PEI Mussel King was a one-pound retail package for live mussels. The Innovative MAP (Modified Atmosphere Package) format created a new convenience category with extended shelf-life for no-mess, no-fail mussels to make easily at home. This single SKU, relying only on its standout package, increased live mussel sales in a national grocery chain by 70 percent!

International Export Packaging Atlantic Canada
International Consumer Marketing Atlantic Canada

International Collateral & Packaging



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