Little Fish, Big Impact

Supporting a social enterprise in its mission to combat iron deficiency, one little Fish at a time.


Dr. Gavin Armstrong – voted Forbes’ Top 30 Under 30 ­– engaged Yulu to increase brand awareness for his B Corp-certified social enterprise, Lucky Iron Fish: a simple cooking tool designed to combat iron deficiency, an issue that affects two billion people worldwide (nearly one third of the world’s population).


Lucky Iron Fish had secured healthy media coverage to date, but wanted to further highlight the global issue of iron deficiency in order to accomplish its goal to ‘put a fish in every pot’. With strong organic growth and an impressive resume, Yulu identified ample opportunities to tell Dr. Gavin Armstrong’s and Lucky Iron Fish’s story to new audiences and further share the benefits of this unique health innovation.


Yulu has taken an integrated approach to sharing the story of Lucky Iron Fish, targeting consumer lifestyle, business and social impact media, creating compelling social media content, and facilitating top award and speaking opportunities to amplify the brand’s presence.

During the biggest sales opportunity of the year, and among countless creative consumer products fighting for inclusion in holiday gift idea round ups, Yulu positioned Lucky Iron Fish as a holiday gift with big impact, perfect for a range of giftees: the socially conscious shopper; the thoughtful hostess; the nutrition-conscious parent; the vegan foodie; or even the connoisseur of award-winning design. To maintain momentum, Yulu continues to tap into audiences where we know we’ll find Lucky Iron Fish’s biggest fans (and those who statistically are most prone to iron deficiency): women, vegetarians and vegans, and athletes to generate regular media and influencer coverage. We’ve put a spotlight on Lucky Iron Fish’s key differentiator: the social enterprise’s buy-one-give-one model that offers support for families in developing countries.

We continue to highlight founder Dr. Gavin Armstrong’s impressive work in the micronutrient deficiency space by building up his thought leadership portfolio and putting him forward for impact-focused speaking and award opportunities.


During our first six months of engagement, we secured dozens of media hits for Lucky Iron Fish across a broad cross-section of lifestyle and health outlets, including The Kitchn, Prevention Magazine, Best Health, ELLE, Wellness Mama, Toronto Star and a number of popular influencer blogs in North America. We’ve also put a Fish in the hands of a number of media from top tier outlets such as O Magazine, Goop, Rachael Ray Everyday, and Huffington Post.

Dr. Gavin Armstrong continues to be recognized for his accomplishments as a social entrepreneur, he has been named one of the “Six Core Principle” recipients of the prestigious Muhammad Ali Humanitarian award, an award presented to six young humanitarians around the world. Dr. Armstrong has also been recognized for his outstanding achievement as a social entrepreneur, being awarded EY’s 2017 Entrepreneur of the Year Social Entrepreneur special citation award.