Tuna Turns Heads With Growth Campaign

January 17, 2011 Washington, DC – The three largest American tuna companies, Bumble Bee, Chicken of the Sea and StarKist have joined forces in launching a multi-million dollar ad campaign to promote canned and pouch tuna.


The television ads, designed to remind consumers about the affordable and versatile shelf-stable favorite begin running today everywhere from Oprah and Modern Family to the Today Show and Conan. Joy, the fun loving and factitious cooking show host in the ads, helps shoppers remember this old favorite also has a modern, light and healthy side.


“Shoppers have always had a great relationship with tuna but we couldn’t help but think   lately consumers might have started to take it for granted. This campaign reminds them of why they love it and encourages new, creative and easy ways to use tuna.” said National Fisheries Institute Vice President Mary Anne Hansan, who is managing the campaign.


Branded as Tuna The Wonderfish, the :15 and :30 second commercials are airing on national network and cable television shows, accompanied by a magazine campaign and outreach efforts in health clubs  in 20 U.S. cities during March and April.


“These industry leading brands have done the hard work needed to come together and launch a robust campaign,” said Hansan. “The companies have formed an impressive partnership that produced unique, persuasive and exciting advertising.”


A new website featuring recipes from the ads and a fun game to match consumers taste preferences with the right tuna recipe goes live today as well at www.tunathewonderfish.com.

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