Hana Tuna

How we created new canned tuna possibilities

THE CHALLENGE

Hana Tuna has been in the canned tuna category for years, but hadn’t managed to become the preferred choice of customers with minimal brand awareness. The westerners went for John West or Rio Mare, whereas the other canned Tuna consumer, the Filipinos preferred Century or Family. How do we get them to pick up Hana Tuna and try it for themselves?

THE IDEA

Most tuna brands were complacent in reaching out to their audience on a one-on-one basis and had the same set of consumers – who consumed the tuna right out of the can without any experimentation. We dug deeper and came up with the thought of opening up the possibilities of tuna to a new set of audiences to expand the market for Hana Tuna – while showing existing canned tuna consumers the many fun ways to eat Hana Tuna, not just out of the can. Our ‘Tuna possibilities like you’ve never tasted before’ campaign catered to every kind of nationality, gender and age – delicious Emirati recipes, healthy recipes for the gym-goer, quick snacks for kids’ lunch boxes, spicy Indian recipes, etc. We took it across mediums, from ATL, BTL to the digital domain, engaging consumers at all levels.

THE RESULTS

Hana Tuna saw a spike in sales, as more and more consumers flocked to the display area at supermarkets where delicious recipes were cooked live with Hana Tuna. A new set of consumers who had never tried canned tuna before also showed interest and picked up cans to experiment with. Since then, Hana Tuna has achieved overall brand awareness and has been in the consideration set of consumers.