December 2023 | Bray & Co’s Work for The Better Fish Earns Recognition Across Food and Marketing Trade Press

New York, NY — December 2023 — Bray & Co’s integrated creative, media, and strategy work for The Better Fish begins to earn recognition across food, retail, and marketing trade press, including coverage and commentary in Progressive Grocer, NOSH, and broader industry discussion reflected in Adweek and Campaign US editorial trends focused on category disruption and brand-led growth.

The recognition is notable not because of scale or spend, but because of intent. In a category where most brands rely on similar language, visuals, and proof points, the work stands out by deliberately breaking from convention and reframing how seafood brands can show up, sound, and behave.

Trade coverage points to a growing appetite among both retailers and marketers for brands that simplify choice rather than complicate it. Commentary highlights how The Better Fish avoids overwhelming consumers with credentials and instead focuses on clarity, identity, and confidence, qualities that are increasingly rare in the grocery aisle.

For Bray & Co, the attention reinforces a belief that has guided the agency’s approach across categories: the most effective work earns recognition because it resonates, not because it announces itself.

“When work is built on a real truth and designed for how people actually make decisions, it doesn’t need to chase attention,” says Peter Bray, Founder and Executive Creative Director of Bray & Co. “It earns it.”

Industry discussion around the work frequently cites its integrated nature. Rather than separating creative expression from media execution, the platform is recognized for how strategy, creative, and media are aligned around a single point of view. This integration ensures that the brand’s message shows up consistently across paid media, digital touchpoints, and retail environments.

Progressive Grocer coverage reflects growing interest in brands that help shoppers feel confident at the shelf, especially in categories where confusion and decision fatigue are common. NOSH commentary emphasizes the role of brand clarity in driving trial and loyalty, particularly for products positioned around values and responsibility.

While not positioned as an awards campaign, the work’s visibility within trade press signals something larger. It reflects a shift in how marketers and retailers evaluate success. Rather than rewarding noise or novelty alone, there is increasing appreciation for work that solves real category problems and translates brand belief into commercial relevance.

For The Better Fish, the recognition validates a strategic choice to invest in long-term brand building rather than short-term promotional tactics. It reinforces the idea that differentiation is not achieved by adding more information, but by making the brand’s role in people’s lives immediately understandable.

For Bray & Co, the earned attention strengthens the agency’s position as a partner for brands looking to rise above saturated categories. It demonstrates how integrated thinking can create work that travels organically, earning credibility with industry observers because it addresses real challenges faced by modern marketers.

Importantly, the recognition also highlights the role of media intelligence in driving effectiveness. Commentary notes how the work is designed for environments where attention is limited and decisions are fast, ensuring the creative doesn’t just look different, but works harder. This alignment between ambition and execution is increasingly cited as a best practice for brands navigating crowded retail and digital landscapes.

As industry conversations continue to evolve, the recognition serves as a signal that clarity, courage, and integration are becoming markers of effectiveness. In a market saturated with claims, the brands and agencies earning attention are those willing to say less, more clearly, and ensure that clarity carries through every touchpoint.

For Bray & Co, the moment is not about validation for its own sake. It is about momentum. It reinforces a point of view that guides the agency’s work across categories: when brands rise above convention and design their ideas to work in the real world, recognition tends to follow naturally.