JULY 2023 | BRAY & CO NETS 41% BRAND AWARENESS SURGE FOR THE BETTER FISH

Scaling a New Species in a Salmon-Dominated Market

New York, NY — July 3, 2023 —  How do you introduce a new fish to the American plate without upsetting "Big Salmon"? You do it with surgical precision and creative subversion! So we’re thrilled to announce the massive success of our campaign for The Better Fish, which resulted in a staggering +41% increase in prompted brand awareness among our target demo of women aged 21-45. By defying category conventions and surpassing all revenue targets for 2022/2023, we’ve proven that smart creative can achieve competitive differentiation even when outspent by industry titans.

The Science of Sizzle: A "Non-Ad" Strategy

To inspire a change in fish consumption, we moved away from traditional nutritional lecturing. Our Elevate Method™ revealed a core insight: modern healthy eating is about how food makes you feel. 

To rise above the cluttered seafood aisle, we launched a high-arousal CTV and digital campaign that activated literal hunger responses. We created long-form 60 and 30-second spots that didn’t look like ads at all; they were mesmerizing, HD "sizzle" reels of Barramundi cooking that ensured maximum ad recall.

Love Languages and Integrated Impact

This project was a cornerstone of an integrated 360 brand campaign that leaned into a delightful, modern truth: cooking is a love language. We didn't just show a recipe; we showcased the act of preparing Barramundi as a sincere gesture of care and connection.

This "love language" tenet fueled our high-production CTV and YouTube content and was amplified through a social media blitz across Instagram and TikTok. By partnering with influencers to showcase the product as a centerpiece for family and friend love, we achieved a social media engagement rate of over 6% – surpassing industry averages.

Breaking Conventions in the Seafood Industry

Helping a product like Barramundi achieve breakthrough status in a market where it had zero name recognition is exactly the kind of challenge Bray & Co thrives on. We did it not just by selling a fish, but by selling a feeling.

By leaning into unexpected tactics and the emotional resonance of home-cooked care, we successfully repositioned Barramundi as a premier choice for the conscious consumer. This campaign stands as a testament to what happens when strategy seamlessly fuels creative.