StarKist® Co.

quench *Lead Agency

James Madsen , Chief Creative Officer
John Gilbert, Group Creative Director
David Spink , Creative Director
David Spink , Art Director
John Gilbert, Copywriter
Matt Campbell , Integrated Head of Video
Ami Lawson , Account Service Supervisor
Laura Osmolinski , Brand Manager
Darby Hughes, Planner

Horizon Media

Coburn

Calabash Animation

Wayne Brejcha , Creative Director
Sean Henry, Executive Producer

Big Science Music

Rebecca Senneway , Executive Integrated Music Producer
Jay Green, Sound Designer

In response to a floundering tuna market, we repositioned StarKist® Pouches from at-home comfort food to healthy, portable protein with the “Tear. Eat. Go.” campaign. Younger, higher-income consumers indexed higher for pouches over cans and wanted more portable food options, but didn't think of tuna as one. The “Tear. Eat. Go.” ad campaign starring classic StarKist® spokesfish Charlie and actress/busy mom Candace Cameron Bure was then extended to the Chicken Creations® line, which captured the whale of all pouched chicken sales.