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"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, Senior Vice President, Marketing and Research & Development at StarKist Co. "The campaign educates consumers about the many healthy, delicious and contemporary ways to incorporate tuna into their everyday active lifestyles – 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."  The USD 20 million campaign follows research that showed that the fish-kiss expression could be uniquely ownable by StarKist. “It’s a universally recognized expression,” Tuza added.

 

 

 

The Have You Been StarKist? campaign, will be supported by 15 and 30 second television spots featuring a cross-section of real people demonstrating their best fish-kiss, and will run on national broadcast syndicates. Digital media will include static and expandable banner ads on various media network websites and online. Future efforts will include campaign integration into other platforms, such as sales promotions, social media, public relations and in-store.

 

 

StarKist Co. is a leading producer, distributor and marketer of shelf-stable and frozen seafood products in the United States. A category leader in innovation, StarKist was the first brand to introduce the StarKist Flavor Fresh Pouch®; StarKist Tuna Creations®, a line of lightly marinated tuna; and, a dolphin-safe policy. As America's favourite tuna, StarKist represents a 65 year tradition of quality, innovation and consumer trust and is well known for its charismatic brand icon, Charlie® the Tuna, who swam into the hearts of tuna fans in 1961 and is still a fan favourite today. Starkist Co, is wholly owned subsidiary of Dongwon Group.

 

 

Founded in 1969, Dongwon Group began as a fisheries business and branched out into various sectors including a strong food & beverage manufacturing arm, Dongwon F&B. Dongwon F&B now owns 75 percent of canned tuna market share in Korea. Dongwon Industries is one of the world's largest tuna catching companies with a fleet of 36 boats. Dongwon's world class fish procurement and processing capacity builds on StarKist's national brand recognition and distribution networks in the United States to bring world-class seafood to consumers worldwide. Dongwon Group also has a presence in the logistics, telecommunications and construction sectors.

 

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