Case Study: Cirio boosts awareness and sales with The Village Communications

Cirio reaches over 22 million adults with The Village Communications

The Village Communications worked with Cirio, a farmer-owned tinned tomato brand, to address the challenge of increasing visibility and awareness in the UK market. As a challenger brand, Cirio needed to connect with shoppers to drive purchases and retain its market position while communicating its Italian heritage and sustainability principles.

The solution involved partnering with celebrity chef James Martin to create a new advertising campaign that moved beyond stereotypes. The Village Communications implemented a TV ad on ITV, supported by digital activation and experiential events like a festival and supper club. This campaign reached over 22 million adults, generated 4.6 million digital views, and drove sales growth three times ahead of the total market, consolidating Cirio's position.

Cirio