"Lluvia de Peces," or "Rain of Fish," is a phenomenon where fish fall from the sky during rainfall. Scientists believe it is caused by waterspouts caused by tornados in nearby bodies of sea. This is a highly significant event for the local community, as they believe it to be a miracle. We sought to transform this local wonder into a business with an appealing brand experience. Objectives included enhancing brand recognition and significantly boosting local incomes. The budget was carefully allocated to ensure the use of sustainable, locally sourced materials that would reflect the brand's environmental and social commitments. The project's scale was extensive, encompassing a range of collateral designed to reach a wide audience. This involved producing a high volume of materials, including packaging, brochures, and in-store displays, each designed to tell the Heaven Fish story and its impact on Yoro's community.

Heaven Fish is a unique enterprise created by Regal Springs in partnership with the community of Yoro. It celebrates the natural wonder of fish raining from the sky and turns it into a sustainable business that benefits the villagers. By registering every fish that falls from the heavens, Heaven Fish has a protected designation of origin, giving Yoro exclusive distribution rights. The rare and remarkable fish offer a new source of revenue for Yoro's residents, with the potential to increase their average daily wage by 400%. Heaven Fish is committed to sustainability, using eco-friendly packaging made from banana peels. It promotes economic progress in Yoro and is a socially responsible business that inspires creatively solving about how they can use business to make a positive impact on the world.

Focused on local inputs in Yoro, Honduras, where the annual "fish rain" phenomenon occurs. This approach provided a solid base, allowing us to move from local media to national and international outlets. Our goal was to generate excitement and awareness, leading to high-profile coverage on networks like CNN.

The success of Heaven Fish is evident in its ever-growing earned media of $73.6 million. The compelling story of fish falling from the sky caught global attention, making front-page news and trending across platforms.

The approach relied on close collaboration with the Yoro community and local authorities, enabling effective crisis assessment and reputational control to maintain a positive sentiment. A bulletproof C-suite strategy ensured execs were prepared for media engagements, delivering consistent messaging.

Our journey from a local curiosity to a global sensation highlights the power of strategic storytelling and underscores the impact a well-planned PR campaign can have on a community.

Heaven Fish artfully crafted a campaign around the Lluvia de Peces, a yearly spectacle where fish purportedly fall from the sky in Yoro, Honduras. This campaign transformed a local wonder into a global narrative that not only marketed fish products but also told a compelling story of community transformation and resilience.

The Lluvia de Peces, while a source of local intrigue, had never been leveraged economically before Heaven Fish. With most Yoroans living on just $1 a day, there was a dire need for sustainable economic development. Heaven Fish emerged as a social enterprise aimed at converting the fallen fish into a range of high-quality food products, thus providing a stable income for locals.

The challenge was significant: to introduce a brand that was deeply rooted in local culture to a global audience while addressing critical issues like sustainability, economic inequality, and cultural preservation. The brand needed to resonate across diverse cultures and demographics, emphasizing the social good behind each product.

Solution and Execution

Product Development: Developed a sustainable line of fish products that celebrated Yoro’s unique phenomenon.

Eco-friendly Packaging: Utilized locally sourced banana leaves for packaging, reducing environmental impact and supporting local agriculture.

Cultural and Social Storytelling: Each product shared the story of the Lluvia de Peces, linking consumers to the brand’s social mission.

Community Impact: A significant portion of profits was reinvested into the community, enhancing infrastructure, and living standards.

Heaven Fish significantly boosted Yoro’s economy; it has since increased by 400%. Heaven Fish has created jobs, and elevated the community's standard of living, while also achieving global recognition as a model for 'good' in creative marketing.

The execution of the Heaven Fish brand identity involved integrating design elements that reflect the brand’s core values of sustainability and community support. Packaging was made from recycled banana leaves, sourced directly from Yoro in a local endeavour, reinforcing the sustainability narrative. The design featured a Halo symbol that represents the cyclic nature of the Lluvia de Peces, from rain to harvest to sale, encapsulating the brand story in a simple yet profound visual. The materials and style elements were chosen for their natural aesthetics and low environmental impact, appealing to eco-conscious consumers. The development process involved collaboration with local artisans to ensure authenticity and support local employment, further embedding community development into the brand’s identity. This comprehensive approach ensured that every touchpoint of the brand reinforced its commitment to creating a positive social and environmental impact.

The creation of the new brand identity for Heaven Fish significantly enhanced the brand’s market presence and consumer perception. Notably, the design led to a substantial increase in local incomes, uplifting them from $1 to up to $6 per pound of fish with a designation of origin sold to the company and boosting the economy up to 400%, effectively achieving the brief’s primary objective. 60% of Yoroans now have contracts with Regal Springs. The use of sustainable materials and the authentic story significantly raised the brand’s appeal among consumers globally, leading to increased sales and broad cultural impact. The unique packaging and compelling narrative helped strengthen the brand perception as a leader in sustainable practices and community support. This success not only demonstrated the value added to the brand through thoughtful design but also underscored the impact of aligning brand identity with cultural authenticity and social responsibility.