Lionfish is an invasive foreign species that threatens the Caribbean; it lays more than 2.000.000 eggs per year. It has no natural predators in these waters and it feeds off of native species, destroying the coral reef. It has become a risk for the environment and the economy of over 30 countries in the Caribbean.

The only way to end this menace was to eat it, but people didn’t know about it. So we generated a cultural shift by working with Colombia’s top chefs, turning it from exclusive to popular. We helped create a supply chain from scratch: fishermen, fisheries, restaurants and hotels working together. For the first time it was known and sold in supermarkets, making it part of Colombia’s diet.

More than 84% of Colombia’s population is Catholic and half of them eat fish during Easter Week. That’s why we sought help from the most influential institution in history: The Catholic Church.

Priests all over the country supported the campaign by inviting Catholics to not just eat fish during Holy Week, but to eat Lionfish. A cultural impact that traditional media would’ve never accomplished.

Colombia’s President joined the campaign, inviting fellow Colombians to eat Lionfish by incorporating this foreign species into their daily diet. Resulting in the preservation of the natural balance of the Caribbean's ecosystem as.

1. Turn Lionfish into a trendy gourmet dish.

2. Popularize it throughout the country.

3. Take it to the supermarkets for the first time.

4. Spread the message with the Catholic Church during Easter Week.

5. Lionfish was integrated into Colombia’s diet, saving millions of native species.

As a result we had a great response with a low budget campaign, where everybody worked pro bono after getting to know our cause, including the most influential institution in history: The Catholic Church. Calling the attention of well known chefs, government entities and public figures. It became a campaign that brought an eco-friendly dish to our tables, one that could stop an environmental disaster.