ATTIJARI BANK
Banking
2022
The Tuna Language — Sidi Ali
From an unknown tuna brand to the most talked-about and award-winning one.
During Ramadan, the Super Bowl of advertising in Tunisia, Sidi Ali, a relatively unknown tuna brand, needed to break through category sameness.
We made Sidi Ali speak Tunisian culture by turning tuna into a language and rewriting dish names using the suffix “tonn”, meaning tuna in Tunisian dialect, the brand instantly felt familiar and relevant.
This category-first tone allowed Sidi Ali to steal the conversation from long-established competitors.
- – Ranked 3rd among the most memorable ads during Ramadan.
- – Jumped +7 positions in brand awareness.
- – Reached #1 market share, overtaking a long-standing competitor.
From an unknown brand to the most talked-about tuna brand in a single Ramadan.
Industry Recognition
After four years without winning an international award, this project marked a turning point for the agency, earning major regional recognition.
- CLIENT Sidi Ali -BK FOOD
- YEAR 2023
- AGENCY WTT
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