News
Big Fish Spells Big Difference For Ligo
July 25, 2023
Ligo has always been known as a premium brand, an image brought about by positive word of mouth throughout the years. Recently, however, many sardines brands have started to follow Ligo's path, creating premium variants that cater to a more discerning mass market. Hence, Ligo had to strengthen its top quality positioning – by communicating its differentiating qualities via cut-through execution. Our new "choose Ligo" campaign utilizes wacky humor to illustrate the "big fish. delicious sauce" advantage of the brand. The main video stars heartthrob Joshua Garcia as a newbie talent auditioning for the role of an attractive "Ligo fish." Watch the ad here.