StarKist on Wednesday announced it will kick off its “Have You Been StarKist?” tour with celebrity chef and TV personality Sandra Lee on 3 June in New York City.
Designed to educate consumers about the health benefits of canned tuna, the tour will also stop in Pittsburgh, Chicago Houston and Tampa, Fla., this month.
Sandra Lee will cut the ribbon on the tour’s air-stream vehicle, which will be located at parks and grocery stores during lunchtime. The tour will feature a memory test, Wii games, blood pressure screening, body composition test and product sampling and recipe book.
Consumers will also have the opportunity to make their own “fish-kiss” message using a photo booth, which can then be uploaded to the social media Web site Facebook. For every photo posted to StarKist’s Facebook page in June, the company will donate USD 1 to Share Our Strength. Participants can also upload their “fish-kiss” to enter the StarKist Best Fish-Kiss Sweepstakes on Facebook for a chance to win one of three cash prizes.
“Getting ‘Kist is all about discovering the taste and health benefits of incorporating StarKist tuna into your everyday life by using delicious and healthy recipes. We wanted to use this tour to educate consumers and these benefits in a fun, light-hearted way,” said Joe Tuza, the company’s senior VP of marketing and research and development. “In addition, we are thrilled to partner with celebrity chef Sandra Lee to help us launch the tour. She is passionate about creating delicious, simple mealtime solutions that feature easy-to-use products like StarKist.”
StarKist’s “Have You Been StarKist?” marketing campaign launched in February featuring TV commercials with Charlie the Tuna, who at the end of each spot offered a kiss 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.”
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