Submitted by Richmond & Towers Communications

Estrella Damm: Lovers

Richmond & Towers built a 360 campaign around Estrella Damm's brand film 'Lovers' and its Mediterranean Sea work, reporting 7 million YouTube views in 2 months.

7 million YouTube views in 2 monthsYouTube views
Uplift of +8%awareness uplift
Sky news, Sunday Brunch & The Independent - 44m peopleearned media reach
90+ influencer postsinfluencer posts

Case in 60 seconds

Estrella Damm had a new brand film, 'Lovers', which needed views and needed to carry awareness of the brand's eco-credentials and its work protecting the Mediterranean Sea, so distribution alone would not have delivered the message.

The campaign appears to turn on the reading the agency states, that people care more and change behaviour when an issue is personal, so the threat to the seas had to be shown as something that reaches their own lives rather than a distant environmental problem.

Rather than restating the film's message, the agency made the consequence edible, building a futuristic take on fish and chips that showed what the national dish becomes if the sea is not protected.

Richmond & Towers collaborated with chef Nathan Outlaw on a fish and chips dish bulked with farmed oysters, cabbage and seaweed and a curry mayo, then ran national print and broadcast outreach, UK-wide interviews with Outlaw, and meal kits with Estrella Damm's plastic-free packaging sent to media and influencers.

The agency reports 7 million YouTube views in 2 months for the film, earned coverage on Sky news, Sunday Brunch and The Independent reaching 44m people, 90+ influencer posts, and an overall awareness uplift of +8%.

Strategy Breakdown

The primary strategy-learning section — interpretation, not a press-release summary.

Sustainable seafood is an issue people endorse in principle while the everyday consequences stay invisible, and the campaign answers that by putting the loss on a plate people already recognise.
Based on the available evidence, a beer brand claiming environmental credentials has no obvious right to talk about the Mediterranean Sea, so the work borrowed the authority of a chef known for sustainable seafood rather than arguing the case as an advertiser.
Estrella Damm is positioned as the brand funding and voicing the protection of the Mediterranean Sea, with its new plastic-free packaging sent out as the tangible version of that position.
The agency states that people care more and change their behaviour when an issue is personal, and the fish and chips device applies that by making the cost of inaction something served at dinner rather than reported at sea.

Creative & Execution System

Assets & channels

  • YouTube

Partners

  • Richmond & Towers Communications (lead_agency)

Participation mechanic

  • Media and influencers received futuristic fish and chip meal kits along with Estrella Damm's new plastic-free packaging, so taking part meant assembling and posting the dish rather than only reading about it.

Creator role

  • Nathan Outlaw — creator

Results & Evidence

MetricValueResult type
YouTube views7 million YouTube views in 2 monthsvideo_views
awareness upliftUplift of +8%performance
earned media reachSky news, Sunday Brunch & The Independent - 44m peoplereach
influencer posts90+ influencer postscontent_pieces

Why Richmond & Towers Communications's strategy worked

  1. 1

    An abstract environmental message travels further when it is rendered as a familiar object made strange, because a plate of fish and chips built from oysters and seaweed gives broadcast and print desks something to film and photograph rather than a film to describe.

  2. 2

    Pairing a brand film with a credentialed third party, here a chef known for sustainable seafood, gives the food and news desks a spokesperson with standing on the subject, which is what makes UK-wide interviews bookable rather than a brand asking for coverage.

  3. 3

    Sending the campaign idea as a physical meal kit alongside the brand's plastic-free packaging puts the sustainability proof point in the same delivery as the story, so the packaging claim is demonstrated to media and influencers rather than asserted in copy.

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