Bolton Food and the new communication strategy for Cuca

Cuca is the premium seafood preserves brand within the three brands owned in Spain by Bolton Food, the Spanish subsidiary of the Italian company Bolton Group.
Cuca competes in the premium segment of the Spanish canned seafood market—the second largest in the world—where 70% of the category is dominated by private-label brands competing primarily on price. Cuca aims to broaden the category and grow its share of the tuna segment within the premium market. To achieve this, it must compete against established premium brands such as Albo and Ortiz.
To support this ambition, the company is launching several product innovations alongside a new communications strategy, with significant investment in digital media and influencer marketing, as well as television advertising. However, questions remain about the digital focus of the strategy and how best to allocate investment across digital media channels.