Meet Atún Dolores

Atún Dolores, a Mexican brand with more than a century of presence in the market, is a leading force in the country’s tuna and canned foods industry.

Recognized for its commitment to quality and freshness, the brand has earned the trust of generations of consumers by offering a wide portfolio of products designed to meet the needs of every household member.

With an ongoing commitment to reinventing itself and adapting to evolving consumer habits, Atún Dolores continues to expand its range with practical and versatile solutions for everyday consumption. Today, it stands as a benchmark in the category, combining tradition, innovation, and nutritional value to remain top of mind in Mexican homes.

The challenge

Atún Dolores sought to reinforce the product’s practicality as a differentiating attribute and move beyond top-of-funnel communication.

The brand aimed to drive greater consideration and influence purchase decisions by reaching users with higher intent, while also increasing qualified traffic to its online points of sale.

The objective was clear:
Shift from awareness-led messaging to a brandformance approach that could deliver measurable business results, connecting the functional value of the product with direct consumer action.

The solution

To meet this challenge, Atún Dolores partnered with HAVAS and Seedtag to develop a digital campaign powered by a combination of Seedtag’s Neuro-Contextual AI and Gen AI creative technology.

By leveraging Seedtag’s AI Intention Models, the campaign was designed to distinguish between general browsing behavior and genuine purchase intent while maintaining a privacy-first approach. This allowed the brand to connect with audiences actively engaging with relevant contexts, enhancing both interest and action.

At the same time, Seedtag’s Gen AI creative solution enabled the development of customized visual variations tailored to each audience segment. These creatives were delivered through Contextual Native Display (CND) formats, which naturally integrated into editorial content to offer a seamless and engaging ad experience.

The campaign strategically focused on categories aligned with consumer mindset and product usage. The strongest delivery occurred in Food & Drink, Bars & Restaurants, and Nutrition, with the latter achieving the highest responsiveness.

Continuous testing and optimization helped identify the most effective creatives. The Gen AI V3 version emerged as the top performer, achieving a 1.022% CTR compared to the 0.779% CTR of the generic creative. As performance improved, monthly CTR increased from 1.24% in July to 1.51% in August, marking a 22% uplift.

Gen AI-powered creatives also generated 31% more site visits, demonstrating their capacity to drive deeper engagement and stronger mid-funnel results.

This performance proved that combining contextual relevance with AI-driven creative personalization not only enhances user engagement but also drives measurable business outcomes while respecting consumer privacy.