Rio Mare
Content Strategy & Creation
The Client
Rio Mare is Italy's #1 canned tuna brand, a household name across Europe with over 60 years of heritage. Known for premium yellowfin tuna preserved in olive oil, they've built generations of loyalty on quality, simplicity, and authentic Italian taste. But heritage brands face a universal challenge: how do you stay relevant with a generation that didn't grow up with you on the dinner table?
The Challenge
Rio Mare wanted to break into the Gen Z market in North America, but they didn't want the typical playbook. No forced TikTok trends. No "how do you do, fellow kids" energy. They needed content that felt native to the generation without chasing whatever's expiring on the algorithm next week. The brief was clear: fresh ideas that set the tone, not follow it.
What We Did
We built a content series around a back-to-school concept, tapping into something universally relatable for Gen Z without being seasonal fluff. The approach was intentionally on-trend but never trend-dependent: we leaned into the everyday ritual of meals between classes, dorm-room eating, and that specific energy of starting something new. The visual language was casual, handheld, real, the way Gen Z actually consumes and creates content, not a polished brand's imitation of it.
We brought Rio Mare into spaces and moments that felt organic, not as a product placement, but as something that genuinely fits the lifestyle. The result was content that could live on social without feeling like an ad, and a brand voice that earned attention rather than bought it.
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