October 2023 | Bray & Co Is Selected as Creative, Media, and Strategy Partner for The Better Fish

New York, NY — October 2023 — Bray & Co has been selected as creative, media, and strategy partner for The Better Fish, marking the beginning of a fully integrated engagement designed to help the brand rise above one of the most crowded and indistinguishable categories in modern grocery.

Seafood is a category rich in story, nutrition, and environmental impact, yet much of the marketing within it looks and sounds the same. Claims around sustainability, sourcing, and health benefits blur together, leaving consumers overwhelmed and disengaged at the point of choice. In a space where differentiation should be abundant, most brands end up competing quietly.

The Better Fish recognizes that challenge early. While the brand is built on responsibly sourced barramundi and a genuinely differentiated supply chain, leadership understands that values alone do not drive preference. To grow, the brand needs more than proof points. It needs meaning, clarity, and a point of view that can travel across creative, media, and retail environments.

“The Better Fish isn’t just a better product,” says Peter Bray, Founder and Executive Creative Director of Bray & Co. “It’s a better way of thinking about food, responsibility, and choice. Our role is to help that belief show up clearly and powerfully wherever the brand meets people.”

From the outset, the partnership is built around full integration. Strategy, creative, and media are developed together, ensuring the work is designed to perform in the real environments where seafood decisions are made, from grocery aisles to digital feeds. This approach allows the brand to move beyond category clichés and build a system that balances emotional connection with commercial effectiveness.

Strategically, Bray & Co focuses on reframing the category conversation. Rather than competing on abstract credentials, the work centers on how people feel about what they eat and what choosing better food says about them. This shift allows The Better Fish to move from being an option in the aisle to being a brand people identify with.

Creatively, the partnership challenges the visual and tonal norms of seafood marketing. Instead of cold, functional cues, the work leans into warmth, confidence, and humanity, creating a look and voice that feels distinctly modern and recognizably different.

From a media perspective, the work is designed with retail and behavior in mind. Media strategy prioritizes contexts where discovery, consideration, and conversion intersect, ensuring the brand’s point of view shows up consistently and memorably across touchpoints. This integration ensures that creative ambition translates into real impact, not just awareness.

For The Better Fish, selecting Bray & Co represents a commitment to building a brand that can scale without losing its soul. For Bray & Co, the partnership reinforces the agency’s role as a growth partner for brands that want to rise above category sameness rather than just compete within it.