Pouches Make Charlie The Tuna Return To Screens

US tuna brand, StarKist is making an appearance on TV screens again, as mascot Charlie the Tuna is back in a new advertising campaign for the brand’s pouched tuna products, a segment showing ongoing growth in the US market.

In two new 15-second commercials for the brand’s Tuna Creations pouches, Charlie co-stars with actress Candace Cameron Bure, known from the US sitcoms “Full House” and “Fuller House”.

The commercials promote the single serve, no-drain pouches with the slogan “Tear. Eat. Go”, emphasizing the convenience and healthy on-the-go characteristics of the product. The pouch segment has been an increasing focus for the firm, with a number of new flavors being introduced such as “Lemon Pepper” and “Sweet & Spicy”.  

StarKist holds around a 40 percent share of the US market of shelf-stable tuna in volume and value, and pouches now make up more than 30 percent of the firm’s branded tuna sales, Andy Mecs, StarKist’s Director of Marketing and Innovation, tells Atuna.

As canned tuna sales have been on the decline in the US for several years, the market for pouches is continually growing, with around 17 percent of all shelf-stable tuna sales now coming from pouches, up from 13 percent in 2013.

You can have a look at the new commercials, as well as other tuna advertisement campaigns, on our Tuna TV Commercials page.