Charlie the Tuna gets kissy


SeafoodSource staff

Published on
February 2, 2010

StarKist on Wednesday announced the launch of its “Have You Been StarKist?” marketing campaign.

The canned-tuna company’s campaign features TV commercials with Charlie the Tuna offering a kiss at the end of each spot, followed by the tagline, “You can always tell when people have been ‘Kist by StarKist, they can’t help but to wear the expressions on their faces.”

The spots — which will run during several nationally syndicated programs, including The Martha Stewart Show, The Rachael Ray Show and The View — also feature a cross-section of people demonstrating their best “fish kiss.”

He campaign also features print ads that will run in magazines and online. The TV spots, recipes and coupons are available to view on StarKist’s Web site.

According to StarKist, the “fish kiss” marketing initiative is the Pittsburgh company’s largest in 10 years, aiming to revitalize the brand and engage consumer’s with new, innovative ways to enjoy seafood.

“With the ‘Have You Been StarKist?’ campaign, we want to put a smile back on consumers’ faces with the uplifting messages as well as the fun, positive tone of the creative,” said Joe Tuza, StarKist’s marketing and research and development senior VP.

“The campaign educates consumers about the many healthy, delicious and contemporary ways to incorporate tuna into their everyday active lifestyles,” said Tuza. “From new packaging innovations to the introduction of new flavors and ingredients, StarKist products can easily be a part of any consumer’s weekly menu. The ‘fish-kiss’ is a clever and fun representation of the StarKist brand. And it’s something that we’re uniquely positioned to own moving forward.”

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