Client
Job Description
- Brand positioning
- Visual identity
- Marketing set-up
- Creative development
- Ongoing marketing support & consulting
Summary
Black Sea Catch is a truly disruptive brand born in 2019 with a very clear ambition – to prove that the Black Sea’s produce is a treasure worth discovering. Starting in Bulgaria, where people have a low preference towards fish – especially canned – the company needed a partner who can help them see where’s the potential in each marketing aspect: products, audiences, communication and strategy. This is where the other half comes in.
Challenge
In 2019, Black Sea Catch set out with an audacious goal:
to revive the image of Black Sea seafood and disrupt a stagnant market defined by tradition, low trust in and low preference for our own sea’s (great) produce.
- Market context: conservative, price-driven, and dominated by imports.
- Brand goal: transform Black Sea seafood into a premium, modern, and desirable product experience, to help Bulgarians eat healthier and establish a stronger connection with their own sea.
- Business ambition: build a brand-driven company that competes on value, not volume.
Our Role
The Other Half joined from day one to help prove that a strong brand can be the main driver of business growth.
We co-created:
- Long term brand foundation – segmentation & targeting, positioning, messaging, slogan.
- Visual identity & packaging – establishing a distinctive, evolving design system.
- Business & go-to-market strategy – tested multiple hypotheses via quantitative research to find market fit.
From strategy to execution
After building the foundation, we focused on turning it into measurable impact by:
- Setting up the marketing function (hiring, processes, KPIs)
- Preparing the go-to-market strategy
- Executing multiple product launches (more than 10 since 2019)
- Directing creative and campaign execution across channels
- Guiding business decisions: pricing, distribution, e-commerce strategy, investor relations, and international expansion
Results
An impactful long-term partnership built on strategic consistency and creative evolution:
- Compound annual growth rate of 75% since launch
- We assisted in growing distribution from 0 to 600 stores, including regional retailer Fantastico and national chain Billa.
- Successful e-commerce launch and continuous sales expansion – growing online orders by 50% for a year.
- Strong brand equity growth: leading organic traffic and top search visibility.
- Brand now launching internationally (Romania 2026).
- Website voted best new e-commerce platform 2023 (BGwebAwards).
75% CAGR
A true partnership
We’re partnered with Black Sea Catch for the long run. This case study is actually just scratching the surface. If you’d like to know how we can help you unlock growth through brand-building, marketing strategy and creative work, write to giveme@theotherhalf.co