Wildtype foods: first commercial launch
Launching a new industry product without a playbook.
Problem:
Wildtype is the first cultivated seafood company in the world. It was introducing its product to the public for the first time. Ever. The challenge was building trust around something entirely new (and potentially polarizing, given the macro political climate).
Approach:
We positioned the launch through credibility, not explanation. Instead of leading with science, we anchored the product in the world people already trust: chefs and modern dining.
Role:
Led brand and communications strategy for the commercial launch
Shaped how the product showed up publicly
Partnered with James Beard Award-Winning Chefs Adam Tortosa, Renee Erickson, and Gregory Gourdet to ground the product in real-world credibility
Results:
+66% user acquisition through social partnership activation
Successfully introduced a new category to market
Surpassed initial awareness expectations
Product: Wildtype Cultivated Salmon
Published: Instagram
