Seafood without the catch
Concept for Hooked Foods
The assignment
Store concept
Content
Film
Campaign planning
Communication plan
Concept
Audience segmentation
Strategy
Outdoor advertising
A brand new brand that wants to change the world with food. When Byn got Hooked on the hook, or if it was the other way around, it felt like a dream client. The order: Sustainability communication without creative boundaries.
Hooked Foods is a young Foodtech company that produces vegan alternatives to food from the sea, with a strong purpose-driven foundation. The mission is to lead the change to a healthier marine ecosystem.
The village’s mission was to achieve a broad launch of Toonish, a 100 percent plant-based tuna that had previously been available in selected restaurants but would now be sold in food chains across the country.
Strategy and basic idea
Time was short, but we started from scratch anyway. Strategy, insight and target group work set the direction for the work. Who was our core target group and what challenges did it have that Hooked could help solve? What were our strategic choices?
The subsequent campaign would be spectacular, inspiring, strongly purpose-driven and have a twinkle in its eye.
Based on insights, challenges and selected target groups, we landed on a question that became the starting point for the entire idea work: What would happen if the consequences of our choices were felt directly in everyday life?
The overall message for the entire campaign was the ambiguous “Seafood without the catch”. The sender’s message was “The new generation of seafood”.
It was important to make the target group feel that they wanted to keep up with “the wave of change”, and then it was important that the right people showed interest in the product. Danny Saucedo, who is interested in the climate, the environment and not least the ocean, became the main character at the heart of the campaign: a film series where we got to follow the artist’s inner and outer journey from fanatical fish lover to equally fanatical Toonish lover.
With the bycatch in his lap
In the films, we wanted to translate what it would look like if the consequences of our everyday consumption choices were visualized in real time. When we order fish at the restaurant – how would it feel if we were at the same moment flooded with the bycatch that we otherwise never experience?
The four films were shown on social media, in cinemas and on streaming services.
In parallel with the films, we created outdoor advertising for Sweden’s three largest cities. The most spectacular and talked about was the 19-meter-high mural we had erected at Hornstull in Stockholm.
In addition to this, we set a social media strategy where we also produced a large part of the posts for Hooked’s Instagram feed. All the while matching the various films’ themes of overfishing, bycatch and environmental toxins.
Debate in the morning newspapers
To further challenge consumers and the industry, we made a debate post that was introduced in various versions as full-page advertisements in the country’s largest morning newspapers. In it, Hooked questioned the contradictory advice that exists around fish consumption – that on the one hand we are encouraged to eat a lot of fish and shellfish because it is healthy, but at the same time we are given long lists of fish we should avoid due to high levels of mercury, dioxins, PCBs, microplastics and other things we should not ingest.
To measure the results, a brand survey and campaign measurement were conducted with the help of our partner Nepa. It showed that we had hit the target group, that the messages were getting across and that the campaign uniquely managed to combine humor with an important message.
Some figures:
- 30 percent of those surveyed had seen the campaign
- 65 percent of our identified target group thought the message in the advertisement was clear
- The attention of the target group was 37 percent compared to a benchmark of 35 percent. “A fantastic result for a completely new brand and product,” according to Nepa.
Exciting future
Now future launches await. Most recently several new flavor blends with Toonish, and eventually the real queen of vegan seafood: the plant-based salmon Salmoonish.