StarKist asks consumers to ‘think tuna’
As part of its latest marketing campaign, StarKist Co. is driving home the message that tuna is a delicious, convenient and healthy meal solution.
The Think Tuna promotion, launched in the United States on Thursday, highlights the company’s Tuna Creations line of flavored tuna in pouches and encourages consumers to try new recipes, such as tuna tacos, burgers and stir fries. The line’s flavors include tomato pesto, lemon pepper, hickory smoked, sweet and spicy, and herb and garlic.
The promotion also features a sweepstakes via the StarKist Web site, dubbed Tear Into Flavor & Win. The sweepstakes runs through 11 October, and consumers can enter to win either a USD 500 cash prize (one per day) or a free coupon for a Tuna Creations pouch (100 per day); all players receive a USD 0.50 coupon.
The Think Tuna promotion will be supported by 15- and 30-second spots on network and cable TV, including the Food Network and Travel Channel. StarKist is also taking out ads in USA Today and on several Web sites, including TravelChannel.com, Discovery.com and the Food Network’s RecipeZaar.com, and has signed a marketing partnership with the Martha Stewart Show.
The promotion also marks the return of StarKist’s beloved icon. Charlie the Tuna, who debuted in 1961, will be back on the air, delivering StarKist’s message.
“When StarKist launched the Flavor Fresh Pouch in 2000, the focus was on introducing the product, primarily its high quality and convenience. Now, we’re excited to build on that message by communicating how the StarKist pouch can solve everyday meal planning challenges with simple yet creative solutions,” said Joe Tuza, the company’s senior VP of marketing and R&D.
“With the Think Tuna campaign, we are encouraging consumers to think about tuna’s versatility,” he added. “StarKist.com will feature dozens of new, flavorful recipes that incorporate tuna in refreshing, on-trend ways."