Conservas Albo

Amazon Fresh is designed for fresh produce. Canned goods don't fit that image: they don't expire in three days and they're not bought urgently. Positioning Albo in that channel meant repositioning the entire category within a platform that was not designed for it.

The second challenge: growing sales without undermining the artisanal, premium brand positioning that Albo has built over decades.

We designed the entry strategy for Amazon Fresh, leveraging its fast-delivery infrastructure to reach grocery shoppers across the country. We repositioned canned goods as a quality pantry staple: a habitual purchase, not an emergency one.

We established Albo as the category reference within the Amazon Fresh storefront: product listing optimisation, A+ content, ratings management and organic visibility within the platform.

We activated paid media campaigns to acquire new buyers and defend visibility against competing brands. The focus was on recurring order volume, not one-off sales.