For this week's installment of Seafood Business Insider, we sit down with Andy Mecs, Director of Marketing & Innovation for StarKist, to talk strategy and innovation.
SeafoodSource: What are the biggest challenges when it comes to marketing seafood? How good is the seafood industry as a whole, when it comes to marketing and are there any specific shortfalls or successes you could share as examples?
Mecs: There are many challenges to marketing seafood in the US. Americans are not as comfortable with preparing seafood as consumers in other areas of the world. In addition, dietary guidance from governmental agencies resulted in more limited seafood consumption, specifically due to the reference to mercury levels in certain species of fish. These factors have led to lower household penetration in seafood consumption and the healthy benefits of seafood have been greatly overshadowed. Today the pendulum is starting to swing back with the government and health practitioners suggesting that Americans are not consuming enough seafood.
SeafoodSource: Recently Michelle Wie was appointed brand spokesperson for StarKist. How does she (and other celebrity spokespeople) enhance the brand as a whole and what's the marketing strategy behind this? Can you share any info about the cost/benefit ratio of this marketing strategy?
Mecs: As a professional athlete and champion on and off the golf course, Michelle Wie is a wonderful brand spokesperson because she lives a healthy active lifestyle and truly embraces StarKist tuna and salmon pouches, making this partnership a natural fit. Michelle appeals to the primary StarKist consumer, females 18 to 54, but she also appeals to men and consumers of all ages and ethnic background. It is difficult to specifically tie return on investment to this strategy, but I very much believe in the intangible benefits of utilizing a spokesperson who embraces the StarKist brand to attract our target consumers.
SeafoodSource: StarKist has a well thought out marketing strategy that uses social media, multimedia campaigns and traditional advertising. Can you describe the extent to which the company prioritizes its marketing arm? How big is this department, and has it traditionally been a priority for the company, or have things changed in recent years?
Mecs: Marketing is very much a priority for StarKist. We are embracing an omnichannel strategy and are attempting to reach various consumer demographics through a variety of marketing tactics. StarKist has invested heavily in television for the past several years and has introduced Charlie the Tuna to new consumers after a period of time off-air.
SeafoodSource: What role does the marketing department play in a seafood company's ability to run a successful business? What message would you send to seafood companies who do not have a marketing department?
Mecs: Marketing is a vital component in the StarKist operation. We place great emphasis on leading the strategic direction behind the brand identity, innovation, assortment, pricing, and shelving. Without a similar function other seafood companies will need to resort to a shotgun strategy rather than a targeted rifle approach.
SeafoodSource: What's been your proudest moment in marketing at StarKist?
Mecs: StarKist’s greatest claim to fame in the new millennium has been introducing flavor fresh pouch tuna to the retail market. We have built on that success with redefining our single serve offerings to include a variety of great flavors such as Tuna Creations Hot Buffalo, Ranch, Lemon Pepper, and Sweet & Spicy which have further grown the tuna category. Now StarKist is entering the next frontier with our Salmon Creations Lemon Dill and Mango Chipotle pouches.
SeafoodSource: If you could address a room filled with seafood marketing folk like yourself, what's the one nugget of wisdom you'd offer them in your closing remark?
Mecs: One of my favorite quotes is “luck is the residue of design.” There is no substitute for a thorough understanding of the category, the consumer, the customer, and our brand. Detail is of paramount importance, and creative thought and a successful brand emerge through a true understanding of the details.
