Richmond & Towers boosts plant-based portfolio with Good Catch win

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.

The announcement
follows hot off the heels of a hugely successful year for R&T, which saw
The Grocer magazine label the entirely edible
takeaway
the team created for plant-based market leader and long-standing client Alpro
as “the top food and drink PR stunt of 2019”.

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
explains: “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’ Sr.
Vice President of Marketing & Communications, Scott Simons says: “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.