As a producer of sustainably farmed fish, Regal Springs brought a larger challenge: support communities and environmental welfare projects.

Regal Springs' Heaven Fish initiative is a modern enterprise that has turned a natural phenomenon in Yoro, Honduras into a unique and rare ingredient. creating an exclusive and sustainable ecosystem that benefits both the local community and the environment.

Situation:

Regal Springs has recognized the potential for economic development and sustainability through Heaven Fish.

Brief:

As a producer of sustainably farmed fish, Regal Springs brought a larger challenge in hand with its sustainability program: To create an initiative that sustains the core values of the brand, supporting communities and environmental welfare projects.

Objectives:

-Highlight the sustainable economy which supports local production and the residents of Yoro.

-Create opportunities for the local community to benefit from the distribution of Heaven Fish.


- Manage a direct relationship between the brand and the consumer.

Regal Springs transformed a miraculously natural phenomenon into a sustainable business opportunity, a modern enterprise called Heaven Fish. Every fish that falls from the sky due to tornado activity near the coastline is registered and authenticated through a partnership with Yoro's people, providing the locals exclusive distribution rights to these trademarked fish. With a protected designation of origin, these uncommon and extraordinary fish become a valuable commodity, potentially raising a Yoro resident's daily earnings by up to 400%. Heaven Fish has been branded as a rare and exclusive ingredient, creating a genuine and sustainable experience for customers. The Yoro community designed packaging made from banana peels as part of the campaign's eco-friendly strategy. Heaven Fish is a scalable enterprise and has the potential to have a great influence on the industry, demonstrating the benefits of long-term, community-focused projects not only in Honduras but also beyond the region.

Heaven Fish targeted high-end restaurants, specialty food shops, and environmentally conscious consumers who prioritize sustainability and social responsibility. The campaign conducted market research to determine consumer preferences and behaviors as well as gather data on the needs and economic situation of the Yoro community, taking into account their daily income, lack of formal employment opportunities, and high poverty rate.

The approach focused on branding and marketing activities, including partnerships with renowned chefs, restaurants, and local markets, to emphasize the product's exclusive and exceptional qualities. Additionally, the campaign highlighted the product's ethical and ecological principles, with the aim of attracting environmentally conscious customers.

Discovering the Rain of Fish in Honduras was the perfect opportunity to launch a program. Our approach was simple: create a public-private collaboration that would create a new income stream for the local community and an entirely new product line for our brand. “Do well by doing good.”

First, we registered “Heaven Fish” with a protected designation of origin, establishing that this uniquely curious product could only come from Yoro. Then, we reached an agreement with the municipal authorities, in which the resulting “catch” from the Rain of Fish could be collected and sold to Regal Springs at a premium, with the resulting income being shared among the town’s people. Furthermore, the product packaging was developed and produced using locally sourced materials such as banana peels, creating another economic opportunity.

With the initiative in place, we launched a PR campaign throughout Honduras, generating positive coverage in traditional and digital media. During this effort, the year’s first Rain of Fish occurred, proving the concept and providing a preview of the potential benefit for the people of Yoro, who receive 80% of the revenue. Heaven Fish continues expanding as part of our long-term partnership with the people of Yoro. 

Regal Springs has gained significant engagement and reach, with chefs, restaurants, and food enthusiasts from all over having tasted Heaven Fish. The use of eco-friendly packaging made from banana peels aligns with the campaign's emphasis on sustainability and has also helped to increase engagement from environmentally conscious consumers. By transforming a rare natural occurrence into a profitable and sustainable business while benefiting the local community, for the local community in Yoro, potentially increasing their daily wage. Since its launch, Heaven Fish has been proving its worth.

More than 25% of Yoro’s residents have signed on to the program, with more requesting to join. Initial results are promising, having sold out our first batch of Heaven Fish to local restaurants within 3 days of opening the website. This initial success has led to 200+ distribution alliances while prosocial responsibility and sustainable practices.

Earned Media: $152M 

Organic Reach: 450M 

Audience: 177M