The tuna category was stale. We needed to shake things up. By focusing on the health conscience 50+ crowd looking to gain the most from their life and seeking healthy yet tasty meal alternatives for their family we created a number of programs that ultimately netted out as “Rethink Tuna”.
A fully integrated campaign, “Rethink Tuna”, surrounded the target and inspired creative meal assembly was launched through TV, online, print, in-store shelf-talkers and a national consumer promotion linked to a microsite. Additionally, we leveraged a media integration that included MSLO (Martha Stewart), Scripps Network (Food Network), and Travel Channel for greater consumer awareness, engagement and target alignment.
Engagement with the brand was spectacular and included: 44,927 game plays, 23,558 unique registrations, 12,838 opt-ins for further StarKist communications and 4,552 coupon downloads.