November 2023 | Bray & Co Launches an Integrated Creative, Media, and Strategy Platform for The Better Fish

New York, NY — November 2023 — Bray & Co launches an integrated creative, media, and strategy platform for The Better Fish, designed to help the brand rise above one of the most crowded, confusing, and indistinguishable categories in modern grocery.

Seafood is a category full of inherent advantage, nutrition, sustainability, provenance, and story, yet much of its marketing fails to capitalize on any of it. Instead, brands compete through dense credentialing, interchangeable claims, and functional packaging that overwhelms rather than guides. The result is a category where choice feels difficult, differentiation feels thin, and loyalty is hard to build.

The Better Fish understands this problem deeply. While the brand is built on responsibly sourced barramundi and a genuinely differentiated supply chain, leadership recognizes that being better on paper does not automatically translate to being chosen in the aisle. To grow, the brand needs to move beyond credentials and create clarity. It needs to mean something immediately, emotionally, and consistently, wherever people encounter it.

Bray & Co approaches the launch not as a campaign, but as a system.

From the beginning, strategy, creative, and media are developed together, ensuring the work is designed for how people actually discover, evaluate, and choose seafood. This integrated approach allows the brand to step outside category convention and build a platform that works across channels, retail environments, and moments of decision.

“At some point, categories stop being competitive and start being noisy,” says Peter Bray, Founder and Executive Creative Director of Bray & Co. “The opportunity isn’t to say more, it’s to say something clearer. With The Better Fish, the goal is to make the choice feel obvious.”

Strategically, the work reframes the role seafood plays in people’s lives. Rather than leading with abstract sustainability language or nutritional superiority, the platform centers on identity and intention. It speaks to people who care about what they eat but don’t want to decode packaging to feel confident in their choice. This shift allows The Better Fish to move from a product people rationalize to a brand people identify with.

Creatively, the 360 degree platform deliberately breaks from category norms. Where much seafood marketing feels cold, clinical, or overly instructional, the work introduces warmth, confidence, and humanity. The brand voice is direct and modern, designed to feel accessible without feeling simplified, and values-led without feeling preachy. Visually, the work creates distinction through restraint, clarity, and a tone that signals trust rather than urgency.

Media plays a critical role in making the platform effective. Rather than treating media as a distribution layer, Bray & Co designs the work with retail behavior in mind. Media strategy prioritizes moments of discovery and decision, ensuring the brand’s point of view shows up consistently in environments where people are forming habits and making choices. This includes paid media, digital touchpoints, and retail contexts where attention is limited and competition is intense.

By aligning creative ambition with media intelligence, the platform is built to do more than generate awareness. It is designed to build memory, confidence, and preference over time, turning clarity into commercial impact.

For The Better Fish, the launch represents a commitment to long-term brand building in a category often dominated by short-term tactics. It signals confidence in the belief that standing out is not a risk, but a requirement.

For Bray & Co, the work reinforces a core principle: effectiveness is not achieved by optimizing pieces in isolation. It comes from aligning strategy, creative, and media around a single, coherent point of view.