A Nutrition Marketing Story That’s a Damn Good Catch

Even if you don’t have a disruptive food product, Good Catch is a great example of how to get on message, educate confused eaters and cast the widest possible consumer net.

“Fish story,” in case you’re one of the four people who don’t know, is a euphemism for stretching the truth. I guess because fisher people are famous for enthusiastically overestimating the size of their catches.

And while I’ve never caught a fish of any length, I can spot the branding equivalent of a fish story a nautical mile away. This brings me to Good Catch, a company striving to create and market a line of plant-based foods that look and taste like seafood.

Should you follow their example, or swim the other direction?

Follow. Really, seriously follow.

These guys are passionate, you can tell from their homepage, their about us page, their tuna page and well, all their pages. Here’s a capsule summary of what I love about what they’re doing:

  • Their story is passionate and sounds super authentic — they spell out exactly why they’ve made this product — they want to save fish, they want to save us, they want to save the oceans. It’s good.
  • They tell you how they do it, right off the bat — they talk about algal oil being the secret to getting that taste of the sea, so you believe. Makes sense. Might be a little weird for some people, but come on, what else could they say?
  • Every. Step. Of. The. Way, they educate — they start by explaining what the heck “plant-based” means — and if you’ve read much of my stuff, you know, I think that’s a pretty confusing term for lots of ordinary, non-Whole-Foodies. They go on to let us know what DHA (one of the top two Omega 3s) is, what a legume (bean to most of us) is, why they use a bunch of different beans (legumes), et cetera. By the time you finish reading the site, including the robust FAQ section, you feel like you know all about this brand, its founders and its products. And you feel neither overwhelmed nor talked down to.
  • They’ve done what I’ve been preaching — they spent the time and money to get the story right, then used it in their social channels, Instagram, Facebook and Twitter. And I’ll bet you’ll hear the same story at demos and events. They’ve successfully leveraged the brand-story-creating process to make all their marketing consistent, powerful and easy-to-create — instead of reinventing everything, every time.

How much did they spend to get all this right, right from the start? A lot. How much are they going to save on marketing in the long run? Yep, a lot.

Use the Good Catch example as fodder for building a brand people can understand and believe in — and if you’re still not sure what to do, let’s chat.

Be digestible. And thanks.

Eric Kiker: Speaker

Author of The Digestible Brand: The Secret Sauce for Marketing Nutrition to the Confused Consumer

Agency Principal/LRXD

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