How Weird Fish ditched discounts, refreshed its image and won over younger consumers

The campaign's success hinged on converting non-core consumers by focusing on driving brand perception and stock movement rather than solely competing on price.

To engage a younger audience, Weird Fish adopted a strategy that highlighted seasonal trends over discounts, enhancing brand appeal beyond traditional sales-focused campaigns.

The focus on building agency-client relationships facilitated agile responses to market changes, allowing for adjustments in strategy based on real-time consumer demands.

By targeting a younger demographic, Weird Fish was able to shift brand perceptions effectively, demonstrating the importance of adapting marketing strategies to evolving consumer bases.

Read at The Drum