Ask anyone who’s opened an iconic yellow tin of Sirena and they’ll tell you that nothing compares to the freshness and quality of the product. It’s the Italian-style but Australian owned and made tuna that brings European style and flavour to every dish.

We brought this distinctly Mediterranean moment of joy to life in Sirena’s major brand new campaign. Through the application of Ehrenberg-Bass best-practice principles, we leveraged Sirena’s Distinctive Brand Assets of the yellow Sirena can, Italian heritage and design, and chunky succulent (not dry and flaky) flavour profile to create a brand campaign that feels as fresh as a day on the Italian Riviera (even if it was shot in Croatia!)

Within 6 months of the campaign launch and for the first time in its 70 year history, Sirena shot to #1 Tuna SKU in Australia, became the fastest growing brand in RTE meals and also the fastest growing in snacking.

Making Sirena the Ferrari of Italian-style tuna in the highly competitive Australian market.