Following a pitch win for its strategic repositioning and integrated marketing, independent creative agency WEGO is introducing “A tutto tonno“, the new full-digital campaign for Mare Aperto, a market leader in sustainable canned seafood.
This project marks a decisive leap in the brand’s evolution, introducing a fresh narrative voice and a new way of engaging audiences across digital channels. Launching on November 5th, the campaign stems from a clear, authentic insight: “I want to make choices that are good for me and good for the planet.” This core message drives the brand’s position: Mare Aperto is the tuna that makes everyone feel good. A brand that makes the right choices simple, accessible, and a natural part of daily life.
“A tutto tonno“ (a play on words meaning both “all about tuna” and “full speed ahead”) captures this new energy with a pop-inspired, fresh, and optimistic invitation to live each day with greater lightness and mindfulness.
The narrative centers on a hero video, the manifesto of this repositioned identity, conceived and produced entirely by WEGO, which directed the creative process from initial concept through execution. Setting the tone for the entire campaign, the video anchors a fully integrated digital ecosystem spanning diverse content, formats, and channels. On social media, the campaign comes to life through engaging lifestyle formats like “Where’s Tonny?” and “What’s in the Pantry,” crafted to entertain and inspire simultaneously. In parallel, a multi-channel digital ad push across Meta, YouTube, and Spotify amplifies brand visibility through an always-on strategy. The launch also marks Mare Aperto’s official debut on TikTok, featuring native content tailored for the platform’s community.
«With Mare Aperto, we’ve developed a new brand language that combines purpose with playfulness, grounded in real value», notes Tomas De Zanetti, CEO of WEGO. «A tutto tonno’ isn’t just a single campaign; it’s the first milestone in a long-term brand roadmap designed to grow across every customer touchpoint with community at its core».
«We believe ‘A tutto tonno’ shows Mare Aperto’s true spirit: a brand that believes in the power of simplicity and everyday choices», states the Mare Aperto marketing team. «Collaborating with WEGO enabled us to translate that vision into a relevant, fresh, and genuine story that speaks to everyone».
With this campaign, WEGO delivers a creative approach where simplicity is key: a direct, distinct, and authentic strategy where every piece of content becomes an opportunity to make everyone feel truly good.