TERNUA & TRIMARINE
A GREEN STORY DOING
USA
Problem:
In 2022, our client TriMarine celebrated 50 years in the tuna industry, growing into a global giant over this time and becoming the largest tuna company in the U.S. since its founding in 1972. From the beginning, TriMarine has had sustainability goals thanks to its commitment and leadership in responsible fishing. Today, TriMarine holds numerous demanding sustainability certifications and endorsements, both environmentally and in terms of human, social, and community aspects. With this history, TriMarine marked 50 years of growth, innovation, and sustainable progress—reasons that highlighted the need for modernizing its image and creating a new tagline that aligns with the anniversary and directly resonates with sustainability. However, the problem was even more significant because we had to find a way to celebrate these 50 years with more than just a great story to tell. We needed to DO something big, a real action with concrete impact—a GREEN-STORY DOING that conveys all the achievements in sustainability and their future projection through actions.
Insight:
After creating the new visual identity for the brand and the new claim – “TriMarine. Tuna Done Right Since 1972” – the insight for the action emerged: Doing the right thing for 50 years is a great reason to celebrate, but the celebration also needs to be exemplary, done in the right way, coherently, credibly, sustainably, and in a way that inspires the entire organization.
Solution:
The solution was to create a model case of GREEN-STORY DOING, and to achieve this, we connected our process with an urgent issue related to TriMarine’s activities in the oceans: plastic pollution. With the problem identified, we were ready to connect with the right change leaders, in this case, the company Ternua, a leading and innovative brand in the sustainable production of mountain and outdoor clothing. This is where the idea was born to create an element capable of connecting TriMarine’s historical and future commitment with its need to celebrate its 50th anniversary. By connecting TriMarine with Ternua, we designed a commemorative jacket, a garment made 100% from recovered plastic fibers that no longer harm the oceans. Through the alliance with Ternua, we contributed to the transformation of 42 tons of plastic waste recovered from the sea and coastal areas. Finally, the jackets were sent and delivered to all employees, customers, and suppliers along with an explanatory video of the action. In this way, we managed to connect and project TriMarine’s commitment to doing the right thing since 1972. A true GREEN-STORY DOING that generated credibility and organic dissemination thanks to a solution with real impact.
