When an iconic brand like Rio Mare chooses to hit the road, it does so to build a direct, tangible, and recognizable connection with its audience. That vision led to a new project designed for the Swiss market and promoted by Bolton Swiss, the company that distributes and supports the brand in Switzerland.
At the heart of the initiative is a compact, identity-rich vehicle: a fully customized Ape Oyster Food by StreetFoody, designed to stand out and enhance every space it appears in.

We interviewed Sabrina Tambasco, Product Manager of the Food Business Unit at Bolton Swiss, to learn how the project was born, how it developed, and the strategic value of a customized vehicle in strengthening the bond between brand and people.

THE APE AS A SYMBOL OF ITALIAN TASTE
“Our goal was to bring Rio Mare’s Insalatissime into the spotlight through a new, visual, and interactive experience,” Sabrina explains. “They’re practical, ready-to-eat products, but we wanted to show their versatility and offer inspiring, contemporary ways to enjoy them.”
Choosing the Ape was no coincidence: it’s long been a strong visual symbol for Rio Mare, often featured in POS displays. Turning it into a real, functional set-up for public spaces, events, and retail locations was a natural step to reinforce the brand's image rooted in Real Italian Taste.

VISIBILITY, TASTINGS, AND INTERACTION
The project came to life with a first initiative in Switzerland: a promotional tour that brought the Rio Mare Ape to the public. At several stops, consumers could sample products, play games, and engage with the brand in a space designed to spark curiosity and involvement.

“We wanted to go beyond simple sampling—experience matters as much as the product. The Ape let us create a real point of contact, where we could talk about our tuna’s quality, challenge misconceptions, and present light and tasty recipes—from Insalatissime Messicana tacos to classic salads.”
In a world full of digital noise and visual content, a well-designed physical presence becomes a powerful visibility tool: it draws attention, encourages real interactions, and makes the brand’s message more memorable. A bit “Old School,” as Sabrina puts it—but more relevant than ever for building trust and connection.

A FORMAT WITH FUTURE POTENTIAL
The tour was only the beginning. The Ape has since been used in various settings, including shopping centers and retail stores, where its presence amplified ongoing marketing efforts.
The public response was immediate and positive: the activations even boosted online engagement, thanks to authentic content rooted in real-life experiences. “People connect with what feels lived-in, true, and spontaneous,” Sabrina confirms.

A CUSTOM VEHICLE DESIGNED FOR THE BRAND
The partnership with StreetFoody was key to creating a vehicle that fully aligned with Rio Mare’s identity. The design is simple but smart, featuring wide working surfaces, organized storage, and mobile equipment for easy but impactful actions.
“Flexibility was crucial,” Sabrina explains. “We chose a straightforward setup that was still functional. StreetFoody supported us professionally—even with technical aspects like importing the vehicle into Switzerland.”

A PROJECT BORN FROM PURPOSE AND VISION
The Ape Rio Mare is more than a promotional asset—it’s the tangible result of a well-crafted idea. It brings the brand beyond conventional communication into a fresh, visible, and authentic format.
New activations are already planned, both in-store and in local promotional spaces, with an even greater focus on tasting experiences. “Watching it take shape was truly moving,” says Sabrina. “It’s a project that speaks for itself: simple, recognizable, and impactful. Just like we want Rio Mare to be.”

Ready to bring your brand to life? Get in touch and discover how a custom-made vehicle can become the centerpiece of your next visibility strategy.