French film makers build new audience for tackle brands
How can a fishing brand still stand out in a world saturated with content? It’s a question that played across the mind of Arnaud Milliet, a former editor of leading French angling publication, La Pêche et les Poissons, before he embarked on his new venture.
As a media professional looking to make a difference, Milliet questioned the power of social media. “Instagram, YouTube and TikTok are now flooded with promotional videos, catch photos, tackle tests, product promotions and influencer content. Every day, thousands of images scroll through feeds before being instantly replaced by others.” His verdict? In this constant stream, even the most established brands struggle to capture attention for long. “The truth is, attention has become a rare and volatile resource.”
The problem, argues Milliet, is especially acute in angling, where the gap between a simple social media post and the storytelling of a genuine fishing adventure is felt particularly strongly. Says Milliet: “A tackle brand is not built solely on technical specifications, promotions or advertising. It grows through emotions, experiences and stories that anglers want to live and share.”
And it is why Milliet has created Label Pêche, a series of long-form documentary films broadcast on the Chasse & Pêche TV channel and which offer what Milliet says is ‘a different communication approach for brands in the fishing industry.’
Label Pêche is produced by Milliet’s Alive Media together with Fish On, a production company owned by Olivier Naïmi, who doubles as the cameraman and director of each episode.
The approach is ‘editorial’, Milliet points out at the earliest opportunity when he speaks to Angling International. “The goal is not to produce a simple promotional programme. It is not about advertising brands, but about telling fishing stories in which their equipment becomes naturally essential.
“The difference is fundamental,” he continues. “In Label Pêche, products are not artificially showcased. They are used in real fishing situations, and at the heart of genuine human adventures with all their uncertainties, successes and moments of tension.”
In a Label Pêche film, says Milliet, a rod becomes the tool for a memorable fight, a lure triggers an unexpected catch and a reel accompanies an angler through a battle that seems lost in advance. In other words, the equipment is not merely displayed, it is tested in real-life conditions on the water.
Explains Milliet: “This dimension is essential in a sector where anglers above all seek credibility. While advertising may spark interest, it is often real-life experience that drives purchasing decisions. As many professionals in the industry say: the best advertisement for a fishing product is simply to see a fish caught with it.”
Within this framework, television offers a decisive advantage, he says. While social media produces a constant flow of short-lived content, broadcasting on a specialised channel such as Chasse & Pêche brings legitimacy and long-term visibility. Label Pêche programmes are expected to reach more than 800,000 viewers in its first year, in addition to multiple re-runs and, eventually, via the company’s own digital distribution channels, which it is currently developing.
For partner brands, the benefits extend further still. Each film also becomes a long-term communication asset, which can be reused for several years: clips for social media, video content for marketing campaign or material for distributors and sales teams.
And the secret sauce, according to Milliet? The professionalism of the production team. “The production relies on a highly experienced team,” he says. “We have already produced more than 60 fishing documentaries for television in the past, and we have professional production resources to ensure the high-quality standards required for TV broadcasting.
“This year we will produce ten episodes of Label Pêche, as well as several international productions filmed abroad, in Ireland and Italy to start with. These films will be supported by regional fishing federations, international brands and tourism partners.”
Beyond the technical aspects, Label Pêche promotes a deeply human approach to fishing, says Milliet. “Each episode features passionate anglers, guides, specialists and territories that reflect the cultural and environmental richness of our sport. In a media landscape often dominated by speed and superficiality, this narrative approach responds to a growing audience expectation: taking the time to tell authentic, real stories.
“For fishing brands, the stakes therefore go beyond simple visibility. It is about building a strong, credible and lasting image. Because in our view, a brand also grows through the stories anglers want to share and pass on.
“This is precisely what Label Pêche aims to highlight: real fishing adventures where the equipment is not simply shown but becomes the natural and essential companion of the experience. And in a world where trust plays a decisive role, we believe this authenticity represents one of the most powerful communication tools available to brands in our industry.”
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