Campaign Overview


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).

The Challenge

Lucky Iron Fish had secured healthy media coverage to date, but wanted to further highlight the global issue of iron deficiency 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 Gavin’s and Lucky Iron Fish’s story to new audiences and further share the benefits of this unique health innovation.

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

The Strategy

Yulu took an integrated approach to sharing the story of Lucky Iron Fish. We targeted consumer lifestyle, business and social impact media, created compelling social media content, and facilitated top award and speaking opportunities.

In the run up to Christmas, 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 continued to tap into audiences where we know we’d 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 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.

Results & Impact

Over 12 months Yulu achieved 50+ hits, reached an audience total of 173+ million and 300+ brand impressions.

We secured dozens of media hits for Lucky Iron Fish across lifestyle and health outlets, including The Kitchn, Prevention Magazine, Best Health, ELLE, Wellness Mama, Toronto Star and 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.

We supported Gavin in getting his achievements as a social entrepreneur recognized. We drafted winning award applications, which led to Gavin being named one of the “Six Core Principle” recipients of the prestigious Muhammad Ali Humanitarian award, given to six young humanitarians around the world. Gavin was also awarded EY’s 2017 Entrepreneur of the Year Social Entrepreneur special citation award.