Mare Solum

I started from the insight: people who work and study have little time to cook healthy, complete meals. The target is the off-site student, tired of always eating the same tuna pasta for a packed lunch. From there the idea: a tuna that isn't just an emergency ingredient, but an accessible gourmet product — something that transforms a quick meal into a taste experience.

I created Mare Solum, a line of pole-caught tuna, flavoured with Mediterranean tastes: cherry tomatoes, orange, pistachio, black olives, lemon, olive oil. The payoff Between land and sea tells the product's identity: ingredients from the sea, flavoured with the tastes of the land. The positioning is clear: restaurant quality, home simplicity.

The campaign spans multiple touchpoints. The TV spot in three scenes plays on the contrast between haute cuisine and canned tuna. The print campaign headline translates the promise: At your home, like at the restaurant. Then in-store billboards, Instagram content with recipes and product storytelling, and two unconventional activations: a vending machine and a branded food truck for direct sampling.