Grayling has been appointed to work with American plant-based seafood brand Good Catch as its first European-wide agency partner, following a competitive pitch. With a remit spanning emerging markets across Europe, including the UK, Netherlands, Germany, France and Spain, Grayling will deliver consumer and trade campaigns to increase brand awareness and advocacy across the region.

Ahead of what is set to be a defining year for sustainability and climate action, Grayling will be working with the Good Catch team on a strategy to win the approval of flexitarian consumers in Europe, where nearly a quarter of the population are already actively reducing their meat intake. Its European network, coordinated by Grayling’s London consumer team, will also support the brand’s distribution expansion in both retail and food service.

Already an award-winning favourite in the US and Canada, Good Catch has significant backing from celebrities and investors. Founded by plant-based chef brothers Chad and Derek Sarno, the brand has attracted celebrity investors including Paris Hilton, actor Woody Harrelson, and pop star Lance Bass. With experts predicting that the European plant-based market will be worth €7.5 billion by 2025, the expansion is perfectly timed to meet the needs of over 2.6 million plant-based eaters in the region – a figure which has doubled in just four years.

Grayling UK’s consumer practice has extensive retail, food and foodservice experience. Recent wins include Cathedral City cheese and Country Life butter, as well as delivering campaigns across Europe for household brands such as M&S, Red Bull, Open Table, Nestlé and Oppo ice cream. The account will also benefit from Grayling’s heritage in deploying global hub models to allow for multi-market execution at scale for clients such as dating app Badoo, Hilton Hotels & Resorts and Amadeus.

Sarah Scholefield, Global CEO, Grayling said:
“We are thrilled to be working with Good Catch as its first European-wide agency partner. 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.”

Scott Simons, Snr. Vice President Marketing & Communications at Good Catch Foods said:
“The Grayling team offer 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.”