Fall 2020


11


people-first culture. The website has a “Meet the Crew” page, with photos and bios of many of their employees—including the general manager and assistant general manager of every one of their Luke’s Lobster shacks—like a professional sports team might do with its players. And they are listed alphabetically, not in order of title or importance. In each Luke’s location, the name of the location where that day’s lobster came from is written on a chalkboard, contributing to their company transparency and, you’d have to assume, serving as a solid marketing tool for customers who want lunch to taste like they are in Tenants Harbor, Maine, instead of,


Earned media, or earned content, is any material written about you or your business that you haven’t paid for or created yourself. This type of media is always published by a third party.


say, Brooklyn. The more than 150 fishermen that Luke’s Lobster works with are people they know personally and trust. On their website, “Skimming the Surface” explains the legalities and practices that govern fishing for the lobster, crab, shrimp, and clams that Luke’s sells, supporting their commitment to serve 100 percent traceable, sustainable seafood. Noteworthy: Luke’s is both MSC-certified sustainable (Marine Stewardship Council) and SQF Level 3 food safety certified, and they are the only company that holds both certifications in North America.


The company’s transparency extends even


to the “Recipes” section of the website, where visitors who want to try their hand in their own kitchen will find endless culinary ideas, including what goes into a Luke’s lobster roll. The blog tells stories related to the industry and the people who make it go, with posts such as “Susan Tobey White and the ‘Lobstering Women of Maine’” and “Sustainable Seafood: How Maine’s Lobster Fishery Ensures Its Sustainability.” It does a great job letting visitors inside the industry and makes it clear that the people at Luke’s Lobster love what they do— making them outstanding brand ambassadors. Off the water, Luke’s has created a charitable collaboration called the Keeper Fund, through which the company teams up with its “partners on the ground to do good work” in coastal communities. Operated in partnership with the Ocean Foundation, Luke’s Keeper Fund accepts applications each year and funds projects through a mini grant with a mandate to “keep coastal waterways healthy and strengthen economic opportunities for fishing communities.”


Doing business the right way has attracted


some powerful earned media too. Luke’s Lobster has been featured in Forbes, the Wall Street Journal, Inc.com, the New York Times, and Good Morning America, to name a few—and now in Inspired Momentum! On social media, the


Savor the


efforts of Luke’s Lobster to tell a complete brand story shine through as well. On their Instagram account, @lukeslobster, the company’s 85,000+ followers have their taste buds targeted with beautiful photography of lobster boats, images of the lobster shacks, and close-ups of delectable-looking artisanal seafood plates. Often the posts are personal and serve to enhance the company’s credibility, such as the photos of Allie, General Manager of Luke’s Lobster in Portland, hauling lobster pots aboard the F/V Wild Irish Rose on her day off. They also don’t forget the basics, with saved Instagram Stories on their locations, recipes, products, purpose, people, and process. On Facebook, the story remains the same


and, smartly, the content isn’t always their own. Luke’s posts links to articles that feature the company and to podcasts on which the company’s cofounders have made appearances. They’ve also accumulated many positive reviews; you could easily see yourself searching for a place to eat, landing on the Luke’s Lobster Facebook Page, and quickly digesting the experiences from customers just like you. A clean, brand- and beliefs-informative


website, consistent social media, a charitable foundation, and a company culture built on a purpose that includes giving back to the communities its product comes from—in the lobstering world, they call that a keeper. 


lobster from Luke’s Lobster!


REGISTER for our quarterly giveaway and you could be eating delicious lobster rolls shipped directly from Luke’s.


Scan the QR code or register at: modernlitho.com/Fall2020Register SCAN ME


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20