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.
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.
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.
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.
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.
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.
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.