Russian Crab Group | Annual Brand Campaign

Project Overview

PixSpark developed a multi-phase annual brand campaign for Russian Crab Group to strengthen its positioning in the Chinese market. The project redefines consumer perception of frozen seafood through immersive spatial storytelling.

Challenge

In the Chinese market, “live seafood equals premium quality” remains a dominant perception, making it difficult for frozen seafood—regardless of its advanced freezing technology—to be perceived as high-end.

The core challenge was:
How to reposition frozen seafood as a premium and fresh alternative.

Creative Strategy

PixSpark transformed one of the world’s most extreme and dangerous professions—king crab fishing—into a brand storytelling asset.

By highlighting the Arctic harvesting environment and onboard flash-freezing process, we built a narrative that connects nature, danger, precision, and technology into a single experience.

Experience Design

A full-scale fishing vessel installation served as the central spatial narrative, divided into four experiential zones:

· Lower deck: brand heritage and global supply chain storytelling

· Mid-deck ice environment: immersive Arctic sea experience

· Upper deck: live crab presentation and product storytelling

· Culinary zone: multi-format tasting experiences

Through environmental storytelling and sensory immersion, visitors shift from understanding the product to experiencing its origin.

Impact

The campaign successfully repositioned frozen seafood from a logistics-based category to a premium experience category, strengthening brand differentiation and consumer trust.