Case Study
The Better Fish
143% of sales targets hit, increased awareness and market share.
Challenge
Barramundi, while globally celebrated, was still relatively unknown in the U.S. market. Despite The Better Fish producing 90% of all Barramundi consumed in America, the brand faced a seafood aisle dominated by "Big Salmon," a deeply entrenched category with massive budgets, established buying behaviors and strong consumer familiarity with competing finfish, all while operating on a limited budget and needing to secure and maintain shelf space.
Creative Solution
Using the Reveal phase of our Elevate Method, we uncovered that healthy eating is no longer about nutrition panels, it's about how food makes you feel. So instead of leading with health claims like the rest of the category, we appealed to the senses. Long-form cinematic cooking footage activated real hunger responses, paired with hyperlocal, performance-driven media and influencer content that reinforced craving from sea to shelf.
Results
The campaign delivered a 41% lift in prompted brand awareness among core shoppers and a social engagement rate exceeding 6%, not including views. All revenue targets were surpassed across 2022 and 2023, and The Better Fish grew its share of the finfish category without discounting, including driving trial that secured shelf space at Costco.
The Challenge
143% of sales targets hit, increased awareness and market share.
The Approach
Brand Strategy · Creative · Integrated Campaign
The Result
143% of sales targets hit
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