Rio Mare has launched its largest-ever UK marketing campaign, highlighting its “real Italian taste” and status as “Italy’s favourite tuna”.
The initiative is running across TV, digital ads and outdoor advertising, including across London’s Underground network and buses.
The programme also has social media, PR and retail support, alongside activations such as a recent event at Bluewater Shopping Centre.
The Italian business said the investment reflected its ambition to grow its market presence and drive growth in the canned tuna category by “encouraging British consumers to discover the true experience, the premium quality and real Italian taste”.
“Since Rio Mare entered the UK market, we’ve been delighted with the progress of the brand and how British consumers have embraced the exceptional quality of our tuna products,” said Rio Mare UK and Ireland country manager Igor Viteznik.
He added that the brand was seeing growing interest in its Insalatissime tuna salads, which it hoped to build on in the UK.
“There is still a great deal to achieve, and we see the investment we’ve made during 2026 as the beginning of a sustained programme of activity over the coming years,” said Viteznik. “We remain committed to bringing consumers the authentic quality, taste and innovation that have made Rio Mare such a trusted name across Europe.”
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