Auriga
hero
Blossom for

Auriga

Strategic consultancy

Scroll down
Can quality stand out in the aisles of large-scale retail, where discounts dominate?

The canned tuna market is overflowing with players. It’s a competitive and crowded industry where price dynamics drive purchasing decisions. Consumers choose based on discounts, deals, and promotions—a trend encouraged by category leaders and private labels.

above_img

A bold move

In this landscape, Nino Castiglione, a prominent company in the Italian fishing industry, made a daring choice. With the Auriga brand, the company focuses on the high quality of a product crafted using ancient Sicilian traditions and sold at a price that makes it a luxury accessible to all.

 

A solid communication framework

To support this bold move, Auriga needed strong positioning and a solid communication framework. This approach was essential to effectively reach both B2C consumers in the mass retail sector and B2B buyers. That’s where we came in.

above_img
Sicilian heritage from a new perspective

We listened to the brief—but more importantly, we listened to the company on a deeper level. We interviewed employees and engaged people, from ownership to production, in workshop sessions. We discovered that Auriga’s Sicilian heritage represents more than just a connection to the land. A concept even stronger, true to the internal vision, solid in communication, and, above all, distinctive within large-scale retail.

above_img
full image

Sicily is present, but unseen

After conducting a detailed competitive analysis and mapping the current landscape, we identified opportunities for differentiation and areas for brand growth. From these insights, we developed a new positioning encapsulated in the tagline: “Tonno per Passione” (in English: Tuna, Born from Passion).

This positioning moves away from stereotypical Sicilian imagery, instead focusing on simple, everyday moments that capture the true “taste of life.” In this space, Auriga finds its unique identity.

media
media
An integrated omnichannel strategy

Building on this new positioning, we designed an integrated omnichannel communication strategy that weaves together online channels—search, social, display—with offline efforts, as well as influencer marketing and promotional activations.

This approach allowed Auriga to shift from stand-alone initiatives to a comprehensive communication vision, optimizing all brand touchpoints.

above_img
Doing what was right for the brand, not just what felt comfortable

This meant steering the brand away from familiar concepts that failed to differentiate it and giving the brand’s voice to a variety of content creators capable of reaching interesting new target audiences for Auriga.

What have we learned?
That the language and style of each influencer must be respected: their content works because it speaks to their audience. That the communication funnel is now dynamic, requiring continuous monitoring between awareness and conversion. And that platforms such as Shopfully offer innovative tools to measure the impact of online adv on in-store footfall.

Find out what we do for our customers