Fresca Tuna: Itching For Value

Fresca Tuna is the most affordable option that people don’t know – even if given the country’s economy, Filipinos are now more frugal than ever. So Fresca Tuna hijacked this money-conscious behavior to get people’s attention.


The brand launched a mockumentary that tells the story of a woman who constantly avoids expensive items because they trigger an unbearable itch. While not being able to avoid the expensive items around her, she finds comfort in a hearty meal of great-value Fresca Tuna.

Itching for Value instantly went viral, leading to a remarkable sales uplift because the film resulted in people really connecting with its humor, its craft, and its reflection of the struggles that Filipinos face every day in this economy.