Storygraphs was assigned the task of generating demand for Tasty Nibbles Canned Tuna in Kerala market. After research and deliberations, four sets of content assets were created to drive this. Set one, communicated the health benefits of Tuna. The high protein content of this middle sea swimmer made it an excellent choice for fitness enthusiasts and muscle builders. Set two, communicated the convenience of using ready-to-eat Tuna in preparing quick hunger busters like sandwiches, wraps, salads etc. Set three, communicated that the cooked Tuna chunks in cans were an easy way to make curries. All one needed was to make the gravy, the chunks could just be added to it to make curry. Set four, was to create brand preference among people who could be using canned tuna already by positioning Tasty Nibbles as the world’s favourite Indian tuna. These content assets were AB tested on meta platforms. None of it delivered sales. An analysis of data points revealed that Set three had generated significantly higher traffic to the e-commerce platform though did not result in conversions. One-to-one enquiries with a small group of this segment revealed that the communication direction of easy fish curry did generate interest among them but the form of the product ie, canned tuna was the deterrent.