darleen scherer
darleen scherer
Brand Strategy, CPG Development, Marketing
Tonnino, the top-selling gourmet tuna brand in the country, sells in natural, specialty, and mainstream grocery channels. Headquartered in Costa Rica, the brand required a distinct American voice and brand strategy to expand market share.
REBRAND to distinguishing Tonnino from its competition.
GROW wholesale and e-commerce business.
CAPTURE marketing and P.R. opportunities through new product innovation.
BUILD user-generated content on social media channels.
• Positioned company as the #1 selling gourmet tuna in the U.S.
• Rebranded from a Italian-looking product to one that embraces transparency in all aspects of the supply chain: telling the story of catch method, origin, and the extreme preparation measures taken at the HQ in Costa Rica.
• Developed a roster of premium, 5-step recipes and directed Cook’s Illustrated photographer to bring them to life, for use on the website, social media and printed collateral.
• Optimized Amazon and Instacart stores with new branding and implementation of AI learning, resulting in 40% growth and an average ROAS of 13x on both.
• Engaged with nutritionists, food writers and chefs on social media and built user-generated content of fans using Tonnino in recipes.
• Garnered press attention for new product launches on Food & Wine, Kitchn, and Bon Appétit to name a few.