Food and drink PR specialist Richmond & Towers has been appointed by Gathered Foods to launch the Good Catch brand into Tesco stores across the UK, and put the company’s plant-based seafood range on the map.

Other client wins for R&T in 2019 included G’s Fresh, Pukka and beauty brand Cetaphil. 

R&T’s answer to Gathered Foods’ brief for Good Catch includes a high-impact PR launch activation to hit the headlines, as well as a year-round programme of media relations, content creation, influencer outreach and experiential. All activity will fall under the banner ‘SeaFood Differently,’ designed to encourage UK consumers to wake up to the health and environmental benefits of plant-based seafood.

R&T’s CEO Nikki Thomson says, “We’re delighted to be given the opportunity to help Good Catch capitalise on the soaring popularity of plant-based eating in the UK right now. This is a sector that we know inside out, with more than 20 years of experience under our belt helping Alpro to achieve its current market leadership status. We’ve crafted a bold, disruptive and creative campaign to really make an impact for Good Catch at launch, and drive rate of sale, and we can’t wait to get started.”

Gathered Foods’ senior vice president of marketing & communications, Scott Simons adds, “When we saw R&T’s response to our brief the decision of which agency to appoint was easy. Their approach demonstrated creativity, strategic thinking and a clear understanding of the fast-growing plant-based category, and they have the experience and expertise we need to ensure a successful UK launch for Good Catch.”

The account will be handled by R&T’s food and drink division.