LONDON — Grayling has been appointed to work with American plant-based seafood brand Good Catch as its first European-wide agency partner, after a competitive pitch.

With a remit spanning emerging markets across Europe, including the UK, Netherlands, Germany, France and Spain, Grayling will deliver consumer and trade campaigns to increase brand awareness and advocacy across the region.

Good Catch was founded by plant-based chef brothers Chad and Derek Sarno and has attracted celebrity investors including Paris Hilton and Woody Harrelson.

Grayling will be working with the Good Catch team on a strategy to win the approval of “flexitarian” consumers in Europe, where nearly a quarter of the population have reduced their meat intake and . the plant-based market is estimated to be worth €7.5 billion by 2025.

The agency’s European network, coordinated by the London consumer team, will also support the brand’s expansion in retail and food service.

Good Catch Foods SVP marking and communications Scott Simons said: “The Grayling team offer what we needed; a strong focus and expertise on the European market specifically and a demonstrated desire to deeply understand our category.”

Grayling global CEO Sarah Scholefield said: “We are thrilled to be working with Good Catch as its first European-wide agency partner. Our extensive European network and experience in the food sector means we are well placed to support Good Catch at this exciting time, as it extends its footprint internationally.”

The brand joins other retail and food brands in Grayling’s stable including Cathedral City cheese and Country Life butter. The agency has also developed European campaigns for Marks & Spencer, Red Bull, Open Table, Nestlé and Oppo ice cream.