Supermarket staple Sirena Tuna is looking to branch out with its brand appointing Spinach to spice up its offer.
The brand first launched in Australia in 1956, when a family of Italian immigrants decided to introduce European-style tune to the local market. It has since grown to become a premium brand competing against multi-national giants such as John West in a sector that is subject to deep discounting and the rise of house brands.
The Sirena win is the latest in a series for the full-service agency based in Melbourne, having added Meyer Cookware and Karcher Australia this year.
Sirena Head of Marketing Janet Charteris said the agency stood out from the others in a competitive pitch.
“We were seeking an agency that really understood what our brand stands for and to take it to the next level,” Charteris said.
“Spinach was the stand-out winner and in them we have found a like-minded group of people with the strategic experience and creative fire power to help us achieve some ambitious goals.”
Spinach co-founder and CEO Craig Flanders said it was an opportunity to work with an iconic brand.
“It’s not often you get the opportunity to work with such a loved and well-placed brand at a time when Sirena plans up the ante in a very competitive category.”
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