The best sardines in the world
BRIEFING
Pinhais is a canning company from Matosinhos, which offers visits to its museum and factory. Although the quality of the brand is recognized in the market, the number of visits to the Conservas Pinhais Factory Tour was below expectations. For this reason, they wanted to improve these results and attract more tourists to the museum.
SOLUTION
To accomplish the goal of improving visitation rates, we started by looking at some of the top branded attractions in Europe. Through this study, we concluded that they are visited because people enjoy seeing the magic behind the product they love.
In Pinhais’ particular case, there is a product of excellence recognized in the market, which is the outcome of a unique production process, but tourists are not aware of it. Therefore, it was necessary to build a clear image in the minds of potential customers, strong enough to make them want to discover the factory and the preserves.
The research also gave us an important insight into the most significant moment of the museum visit: the tasting of the preserves. This meant that to make the experience even more special, we had to highlight the immense quality of the sardines.
“We bring you the best sardines in the world” then became the campaign concept, proudly and rightfully stating that these are indeed the best sardines in the world. In the same direction, we created a new positioning and tailored the storytelling to be more international, focusing on Nuri as the main export brand.
To deliver this campaign, we worked in partnership with influencers and installed advertising on Porto’s tramways.
In addition, we restructured the digital platforms and created a new image for the brand to increase its food appeal and inspire people to buy, highlighting the diversity of the possible dishes, preparations, and tastings.
