F’sh Peas is a new vegan brand offering plant-based seafood alternatives. Competing in a highly saturated market, the brand needed to carve out its own identity and establish trust not only among consumers, but also among key decision-makers, like retailers, distributors, and procurement managers.
The goal for Karavela, the producer of F’sh Peas, was to secure a strong foothold in European and US markets while ensuring their product gained visibility and credibility.
Challenge
As a newcomer in the plant-based seafood industry, F’sh Peas faced multiple challenges:
Low brand awareness
Despite the growing demand for plant-based food, F’sh Peas had limited recognition in the market, particularly among B2B distributors and B2C consumers.
Lack of trust in a new product
Retailers and distributors were hesitant to take on a completely new brand without a strong track record or brand presence.
Need for a strong digital presence
The brand needed a centralized digital touchpoint — a well-structured website — to serve as a key information hub for procurement managers, showcasing its value, product quality, and brand mission.
Solution
MATCH Agency created two scalable campaigns to boost F’sh Peas’ visibility across several European markets, aligning it with the promotional efforts of retail chains Billa (Austria) and Delhaize (Belgium).
Meanwhile, to build trust in the B2B segment, a brand ambassador was created, thus strengthening credibility among distributors and procurement managers. This approach combined multiple marketing tools to effectively engage both consumers and industry decision-makers at the same time. Based on this approach, we focused on the following tasks:
- Designed an website as a digital touchpoint for both B2C and B2B audiences
- Launched creative brand awareness campaigns in Belgium, Austria and Germany
- Built personal branding for the category manager at Karavela to build trust among B2B partners and clients
A new fully-functional website was built from scratch, highlighting the uniqueness of the product.
Complex brand awareness campaigns were launched in target markets around Europe.
Personal branding services were provided for the Account Manager at Karavela.
Website development
The website was designed as the main point of contact for procurement managers, providing clear and structured information in line with F’sh Peas’ brand identity. Our approach included:
- Developing a structured and visually appealing “business card” website aligned with the brand’s existing identity and positioning.
- Showcasing the brand’s unique value proposition to highlight F’sh Peas’ competitive advantages in the market.
- Ensuring seamless navigation and mobile adaptability to make the site user-friendly for procurement teams.
Brand awareness and digital campaigns for European markets
Our goal was to create memorable, visually compelling campaigns that would be easily scalable across different regions and adaptable for local markets. The campaigns were strategically aligned with the product’s retail launch in Belgium, Austria, and Germany, in collaboration with retail chains Delhaize and Billa.
Key steps in campaign execution:
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Creative concept development
Two campaigns were produced for pre-rolls and display campaigns. The storylines of the campaigns included a farmer, unexpectedly pulling out a fish from the soil, as well as an office worker, who seemingly breaks the rules and enjoys a seafood meal in the office, thus playfully challenging perceptions of where seafood can come from and what qualities make it worthy of the name.
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Content production: video and photography
We developed high-impact visual campaigns that included a mix of video, photo and graphic content, ensuring versatility across various digital channels.
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Localized adaptation
The campaigns were adapted into French, German, and Dutch, ensuring smooth integration into different markets and market segments.
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Digital media strategy and execution
The campaigns were launched through Google and Meta ads, utilizing precise geo-targeting around the launch of the product in retail stores. The campaign structure included:
- Targeted awareness ads to introduce the brand to new audiences.
- Retargeting strategy to stay top-of-mind for consumers who engaged with initial ads.
- Continuous campaign optimization, adjusting creative assets and targeting based on performance data.
A creative campaign depicting that seafood can be plant-based was initially produced for the Delhaize store chain for the Belgian market.
The campaign was later adapted in German for the Austrian store chain Billa.
A separate campaign featuring a new line of F’sh Peas products was later produced featuring a new creative solution.
Personal branding for the account manager
After thoroughly researching the highly competitive nature of the plant-based food industry, we took an unconventional approach to build trust with retailers and procurement managers — by building up the personal brand of F’sh Peas’ category manager.
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Strategic positioning
We established the account manager at Karavela as a trusted industry expert with deep knowledge of plant-based food trends and the seafood alternative niche.
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LinkedIn optimization and thought leadership
A content plan that would showcase expertise in sustainability, food tech, and industry innovation was developed and implemented. The account manager was positioned as an authority in the sector, increasing credibility in the eyes of procurement professionals.
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Industry networking and media exposure
We integrated the account manager into key professional communities, ensuring visibility among procurement professionals and decision-makers.
Results
Through creative campaigns, personal branding, and smart targeting, F’sh Peas gained recognition and trust in European markets, strengthening its position both among consumers and procurement decision-makers.
Brand awareness campaigns
4
impressions with a 15% engagement rate in key European markets.
50
of customers made repeat purchases after the first campaign cycle.
20,000
new purchases in Belgium alone through a single campaign.
1000
organic industry-relevant connections built on LinkedIn.
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Contact MATCH Agency in any way convenient for you (although carrier pigeons might struggle to find their way due to the proximity of 5G towers) to find out how our marketing agency can help your project and business.
Let’s talk about your project
Contact MATCH agency in any way convenient for you (although carrier pigeons might struggle to find their way due to the proximity of 5G towers) to find out how our marketing agency can help your project and business.
