Grayling wins pan-European brief for US food brand

US plant-based seafood brand Good Catch has appointed Grayling as its first Europe-wide agency partner, following a competitive pitch.

Grayling wins pan-European brief for US food brand

Grayling's brief is to deliver consumer and trade campaigns to increase awareness and advocacy of the Good Catch brand across the region.

The remit covers markets including the UK, Netherlands, Germany, France and Spain.

Grayling will work with Good Catch on a strategy to attract flexitarian consumers in Europe, where nearly a quarter of the population are already reducing their meat intake. 

The account will be co-ordinated by Grayling’s London consumer team and draw on the agency’s European network. Grayling will also support the expansion of the brand’s distribution in both retail and food service.

Good Catch was founded by plant-based chef brothers Chad and Derek Sarno, and has attracted celebrity investors such as Paris Hilton, actor Woody Harrelson, and pop star Lance Bass. 

The European market for plant-based foods is predicted to be worth €7.5bn by 2025, with more than 2.6 million plant-based eaters already in the region.

“We are thrilled to be working with Good Catch as its first Europe-wide agency partner,” Grayling global chief executive Sarah Scholefield said. 

“Our extensive European network and experience in the food sector means we are well-placed to support Good Catch at this exciting time, as it extends its footprint internationally. Prioritising health, wellness and the world around us has never been as critical as it is today, so we are delighted to be part of the Good Catch journey.”

Good Catch Foods' senior vice-president of marketing and communications, Scott Simons, said: “The Grayling team offer is what we needed; a strong focus and expertise on the European market specifically and a demonstrated desire to deeply understand our category. We’re enthusiastic about our European expansion and very happy to be partnering with Grayling.”

Grayling UK has recently won other consumer food accounts including Cathedral City cheese and Country Life butter, and has delivered campaigns across Europe for brands such as M&S, Red Bull, Open Table, Nestlé and Oppo ice cream.

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