Vitarich wanted to successfully execute a vertical integration of its business, from selling feeds to selling Dory Fish. The market perception of Dory fish is associated with "dirty" waters and lesser quality. Vitarich was not known in the industry as a fish supplier nor had a known brand to introduce to the trade.
Position Vitarich's "Golden Dory" as a premium, local, and responsibly-bred fish brand.
Utilize influencer marketing, including renowned chefs, to build credibility and build interest for the brand before pipelining it in the trade.
•Executed widely attended restaurant activations with renowned chefs, media , caterers, other industry stakeholders who tasted firsthand the products cooked by influencers
•4 million pesos in media values
•Published 500+ Food Story Diaries that were used for in-store promotions in major supermarkets in the Greater Manila Area with drive-to influencer chef outlets