Sirena Tuna appoints Spinach as strategic and creative agency partner after competitive pitch

Sirena Tuna has appointed independent full service agency Spinach as its strategic and creative agency following a competitive pitch involving a number of undisclosed agencies.

Sirena Tuna, launched in the Australian market in 1956, when the Italian immigrant Valmorbida family decided to introduce a high quality, European style tuna to Australia.

Sirena is now the premium brand of canned tuna in Australia and is enjoying impressive growth in a canned tuna category that sees competitors engage in deep discounting.

Spinach has been appointed as Sirena plans to capitalise on this growth and the intensely loyal following that the brand has acquired over its 50-plus years in the Australian market.

Says Craig Flanders, Spinach co-founder and CEO: “The team here at Spinach is absolutely thrilled to have won this 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. We are really looking forward to working with Sirena to develop the brand further.”

Says Janet Charteris, Sirena head of marketing: “We were seeking an agency that really understood what our brand stands for and to take it to the next level. Spinach was the stand-out winner and in them we have found a like-minded group of people with the strategic experience and creative firepower to help us achieve some ambitious goals.”

The Sirena new business follows several new business wins for Spinach this year, including Meyer Cookware and Karcher Australia.