- The campaign has fueled growth for Calvo in both value and volume, bringing in more than 700,000 new households.
- This 360° campaign involved an investment of over one million euros.
Madrid, June 24, 2025 – Nauterra, a global food company specializing in canned fish and seafood, has been honored with the National Marketing Award in the Advertising and Communication category for its Calvo brand campaign: ‘No elijas el atún al tuntún, mejor elige Calvo’ (‘Don’t choose tuna on a whim—choose Calvo’). The award, presented by the Spanish Marketing Association, recognizes Calvo’s commitment to honest, distinctive, and consumer-centric communication.
Developed by the creative agency VML The Cocktail, with production by Garage and media planning handled by Mindshare, the ‘No elijas el atún al tuntún, mejor elige Calvo’ (‘Don’t choose tuna on a whim—choose Calvo’) campaign stood out among more than 180 entries for its clear, coherent, and distinctive narrative. The message resonates with consumers by highlighting traceability, sustainability, and quality as fundamental pillars of the company’s business model. Built around the principles of ‘No pescamos al tuntún. No seleccionamos al tuntún. No envasamos al tuntún,’ (‘We don’t fish on a whim. We don’t select on a whim. We don’t pack on a whim.’) the campaign underscores Calvo’s commitment to informed, responsible purchasing choices that align with today’s market expectations.
“We are very proud to have received this award, which reinforces our belief that well-crafted communication can truly make a difference,” said Jorge Alonso, Marketing director at Nauterra. “This campaign reflects Calvo’s commitment to fostering more informed, responsible consumption that respects the environment. Prioritizing quality, innovation, and the integration of our entire value chain is not just a brand decision—it’s a way to connect with consumers who also want to leave a positive mark on the world.”
This 360° campaign, which involved an investment of over one million euros, has been recognized not only for its creativity and execution but also for its direct impact on the business. It increased brand awareness by 8 points, drove a 12% rise in sales—outpacing market growth—and expanded penetration by adding more than 700,000 new households, reaching 26% of Spanish households. In addition, the campaign contributed to Calvo’s growth in both value and volume in 2024, making it the fastest-growing brand in its category.
‘No elijas el atún al tuntún, mejor elige Calvo’ (‘Don’t choose tuna on a whim—choose Calvo’) was rolled out through a multi-channel approach, including traditional and connected television, a digital strategy across social media, branded content linked to the Euro Cup, in-store activations, and innovative formats such as Fake OOH that drove significant engagement on social platforms. Additionally, the spot featured actor Paco Tous, chosen for embodying the warmth, approachability, and authenticity that characterize the brand.
The success of this campaign was also recognized at the Best!N Food 2025 awards, where Calvo received two major distinctions: Gold in the Shopper Marketing category, for its ability to effectively activate the point of sale, and Bronze in the Integrated Strategy category, for its cohesive integration of media and messaging.
