StarKist
StarKist pouches weren’t selling. My team realized it was because people didn’t understand how to use them. So we took tuna out of the kitchen and into the world.
Earning more than 225% sales growth, we shifted the perception of tuna from a kitchen-based, comfort food in a can to an on-the-go, healthy lunch or snack in a pouch. The work was so successful, it turned around a decade-long sales slump for the entire tuna industry.
To promote StarKist's Omega-3 benefits, we remade a classic StarKist commercial from the 1970s with CGI animation—changing the formula to be about tuna with heart.
Like every other brand, StarKist wanted to salute the folks working hard during the COVID-19 pandemic. But we didn’t want StarKist to come across like every other brand. So we featured a talking fish on a Zoom call, and got Charlie the Tuna to do something he’s never done before, or since.
People didn't get how to use tuna pouches. So we showed them.
We took tuna out of the kitchen and into the world.
We rewrote the book on tuna. Not that there is an actual book on tuna. But if there was.
We produced dozens of these print ads. They worked so well, StarKist introduced salmon and chicken pouches.
In social media, we showed how StarKist helps you meet those little, everyday goals.
We tested a lot in social media. And learned that it's important to keep the content as fresh as the tuna.
Light tuna deserves light humor.
Appealing appetite appeal.
Up Next: