The fish that swam against the stream. A revolutionary recirculating aquaculture plant being built next to the Stora Enso paper mill on Lake Saimaa in Varkaus that will produce a million kilos of trout a year. That was the starting point when we began working with Saimaan Tuore a couple of years ago.
The more we familiarised ourselves with the matter, the clearer it became that here the whole fish farming chain from fish eggs to fish on the plate had been rethought in a completely new way. Saimaan Tuore really is a fish that swims against the stream in many ways. The first Finnish fish that could compete against “Norwegian salmon”, the fish that dominates the market.
Mellakka’s contribution to the launch could be described as holistic. We planned a content marketing campaign for Finnish fish farming, created a website with its content, designed social media content and tone of voice, built social media marketing, designed and implemented media communications and did everything else needed to launch the new brand.
The launch was so fast-paced that stores ran out of the fish in a week. Since fish do not grow by rushing or feeding them in a hurry, stores had to wait another three months for more. We then started again, and since then we have made people aware of the future of aquaculture one fillet at a time!