Every year in Yoro, Honduras, it rains fish—now, Ogilvy is helping locals turn it into a business

Ogilvy Honduras, the agency behind the award-winning “Morning After Island” campaign, is back with its latest magical idea to help people in the country. This one is based around a curious natural phenomenon in the Yoro region, where every year fish rain down from the sky.

As seen in the case video below, scientists believe the fish are sucked into the sky by water cyclones and then naturally fall back to earth. Ogilvy saw in this phenomenon a chance for a new brand—with the fishes’ strange journey giving them value that was unique and sellable. 

And so, partnering with fish wholesaler Regal Springs, “Heaven Fish” was born.

Every time the Rain of Fish happens, Regal Springs will incorporate them into its product line. The initiative also continues Regal Springs’ long history of supporting sustainability and social responsibility in fish farming.

“We are proud to partner with Regal Springs in this initiative—one that proves the true value of creative business transformation, opening up a new business opportunity that will benefit both the brand and the community,” said Edgardo Melgar, head of communications at Ogilvy Honduras.

“We are excited to partner with the community of Yoro and promote Heaven Fish,” added Fabricio Lopez, general manager of Regal Springs. “We are true to our commitment to sustainability and social responsibility, and it motivates us to work with local communities to improve the economy through high-quality products, and what better way than by multiplying the value of these natural resources that fall from the sky?”