Happiee: A Not-So-Fishy Tale
We asked our Business Development Director Ann Grier to share some recent client success with us, and Happiee! seemed like the perfect tale! Here Ann shares why Seed wants to work with more brands like Happiee and what happens when like-minded teams work together.
As the Head of Business Development at Seed, it is always great to work with a brand from the beginning of its journey so when Happiee approached us and told us about their amazing range of plant-based fish, how could we say no? Happiee is a brand committed to reducing our reliance on the seas and addressing the pressing issue of bycatch caused by seafood fishing. This mission deeply resonated with our values at Seed, where we believe that business should transcend profits and contribute to a better, more sustainable world.
A Shared Vision for a Better Future
Seed's partnership with Happiee is more than a business collaboration; it's a shared vision for a brighter future. It's about nurturing sustainability, mitigating environmental impact, and advancing responsible practices. Happiee's launch needed to share this vision, and the achievements we've witnessed in just a few short months are a testament to the interest in purpose-led, pioneering brands in the food and drink sector.
Our Approach and Outreach
At Seed, we approached the Happiee launch with a comprehensive strategy, targeting both trade and consumer audiences to convey not just the product but also the passion and purpose behind it. One of the standout elements of our campaign was our influencer engagement. We carefully selected influencers who not only loved the product but also believed in Happiee's mission. By doing so, we ensured that the message of sustainability, tastiness, and ease of use resonated authentically with a broader audience. It was about more than just selling a product; it was about igniting change.
Impressive Achievements in Record Time
Our concerted efforts achieved remarkable results in an astonishingly short time:
5 Million OTS in 60 Days: Happiee's message reached millions of people within the first two months, amplifying the brand's mission far and wide.
40 Pieces of Press Coverage: Happiee garnered significant press attention, securing features in target publications like The Grocer and earning review opportunities with the Good Housekeeping Institute. This not only bolstered brand visibility but also lent credibility to the product.
Building Meaningful Relationships: Our commitment to sustainability extended beyond Happiee! We have actively forged partnerships with like-minded organisations, including Veganuary and other vegan movements on their behalf, strengthening relationships and partnerships in their communities.
Client Happieeness!
Rosie Bambaji, Commercial Director for Happiee, kindly shared her thoughts on our partnership: "Seed has been integral in the launch of Happiee, which began in August 2023. Over the past two months, they have run an integrated PR and social media campaign to drive awareness in the trade sector as well as directing consumers to our retail listings on Ocado.com and into Tesco stores from September. Highlights are features in The Grocer, reviews by Good Housekeeping Institute, and a burgeoning relationship with the Veganuary movement. They have also kept us relevant with reactive social, such as the recent Say No to Scampi campaign, which is integral to our mission at Happiee."
A Bright Future Ahead
The initial phase of Happiee's journey has exceeded expectations, surpassing targets and fostering hope for even greater success as the campaign progresses. This is not just a launch; it's a movement. It's a step towards a more sustainable, ethical, and delicious future—one where we can enjoy our favourite foods without harming the planet. At Seed, we are excited to be part of this journey, proving that purpose-led brands can inspire change and make a significant difference. The road ahead holds promise, and together with Happiee, we are leading the way to a Happieer and more sustainable world!