WEGO, an independent creative agency, wins the pitch for the repositioning and integrated communication of Mare Aperto, a benchmark brand in the world of sustainable seafood preserves. The objective is ambitious: repositioning the brand to communicate a new concept of well-being, closer to people and their daily choices, without complications or sacrifices.
The collaboration will unfold across an articulated narrative ecosystem, featuring a memorable concept designed to accompany Mare Aperto through a process of value, visual, and strategic transformation. The repositioning will find its concrete manifesto in a hero video whose creativity, from concept to execution, including creative direction, was entirely managed by WEGO. The result will not only be a commercial telling the story of the new positioning with a direct, ironic, and contemporary tone, but a statement of intent, serving as the spokesperson for a clear promise: making conscious choices simpler and more natural in everyday life.
An important element will be the social dimension, featuring an omnichannel content strategy that brings a novelty to Mare Aperto, the launch of its official TikTok profile: a key environment to engage new generations and dialogue with a broader audience through fresh, authentic, and relevant content, designed to strengthen brand identity and build a genuine relationship with people through consumer insights, product storytelling, and value pills.
Completing the proposal will be an integrated media strategy that combines digital channels and vertical platforms, aiming to maximize reach and engagement while supporting the growth of brand awareness in a manner consistent with the new narrative.
«This collaboration stems from a shared vision: today, brands must step away from idealized storytelling and stand alongside people, guiding them toward more conscious choices without judgment or barriers. With Mare Aperto, we built a positioning that speaks of truth, simplicity, and daily value, and we brought it to life with a strategy designed to be concrete, accessible, and relevant», comments Tomas De Zanetti, CEO of WEGO.