StarKist Launches New "Thanks, Charlie" Campaign

-- After 50 Years of Being Told "Sorry Charlie", America's Favorite Spokes-Tuna Gets the Gratitude He Deserves, with the Help of Hungry Girl Lisa Lillien --

Jan 17, 2012, 09:00 ET from StarKist Co.

PITTSBURGH, Jan. 17, 2012 /PRNewswire/ -- Since 1961, Charlie® the Tuna has always recognized StarKist's taste and quality, now, in 2012, Charlie is finally getting the "thanks" he deserves. After five decades of hearing "Sorry Charlie", the iconic catchphrase that has been synonymous with StarKist, a new campaign will introduce the brand spokes-tuna to an additional refrain – "Thanks, Charlie"™.

Kicking off in January 2012, StarKist's "Thanks, Charlie" campaign will pay homage to the brand's heritage, while thanking Charlie for consistently providing healthy and convenient products with superior taste. Additionally, for the first time ever, Charlie will be getting an integrated campaign co-star—best-selling author and TV personality, Hungry Girl Lisa Lillien. The go-to-expert for guilt-free convenient meal solutions will be teaming up with the big tuna to showcase the versatility, convenience and ease of StarKist's Flavor Fresh Pouch® line.

"Our new campaign, 'Thanks, Charlie', allows the brand to tap into the equity of Charlie.  He is beloved by consumers and the campaign shifts his role to that of a hero – he provides consumers with healthy, convenient and delicious meal options that are perfect for their on-the-go lifestyles," states In-Soo Cho, President and CEO of StarKist. "While we will always pay tribute to our legacy and never abandon the iconic phrase 'Sorry Charlie', we believe it is time consumers say 'Thanks Charlie' for providing great tasting, healthy seafood."

Making a Splash in Advertising

The star of StarKist's television ads since 1961, Charlie will be swimming back into the spotlight to introduce the "Thanks, Charlie" advertising campaign.

The 15- and-30-second television spots, developed by creative agency MMB, open with a montage of familiar and classic "Sorry Charlie" moments. The ads then lead into the new campaign, where consumers of all ages take the time to say "Thanks, Charlie" for convenient meal solutions anytime, anywhere.

The television ads are set to appear on national cable networks including Cooking Channel, Food Network, Lifetime, TBS, TNT and USA, among others. Additionally, print creative featuring Charlie and Hungry Girl Lisa Lillien will appear in the January issues of Shape, Cooking Light, Every Day with Rachael Ray and Real Simple. Digital media will appear on various Internet properties including, and Facebook. Additional campaign elements will be integrated across other platforms such as sales promotions, social media, public relations and in-store. Key messaging throughout broadcast, print and digital will focus on the StarKist Flavor Fresh Pouch, emphasizing the ease, simplicity and fresh taste without the mess, along with the Flavor Fresh Pouch offering a guilt-free alternative, anytime. Horizon Media (HMI) and Source Marketing handled the media purchases and the development of promotions materials.

Hungry Girl Becomes Charlie's Right-Fin Girl

Charlie has touted the benefits of eating seafood for years, and now he has Lisa Lillien, a.k.a. Hungry Girl, on his side. Hungry Girl's guilt-free and delicious eating mantra aligns with StarKist's core messages of health, convenience and superior taste, which will play a central role in the new campaign.

"We at Hungry Girl have been thanking Charlie for years. StarKist offers hands-down the best-tasting and most creatively packaged tuna on supermarket shelves. As a consumer, I look for convenient, healthy and, of course, delicious foods—which is exactly how I would describe the StarKist Flavor Fresh Pouches," says Lisa Lillien. "With so many reasons to love StarKist, this partnership was an obvious choice."

Hungry Girl will appear alongside Charlie in a variety of advertising creative, including print, FSI, in-store and digital, along with public relations efforts.

Since launching Hungry Girl in 2004, Lillien has truly become a media phenomenon—the daily e-mail newsletter has a readership of over 1 million, and she is a best-selling author of six books, a regular contributor on national television, online outlets and national magazines and the host of her own television show.

Fill Up on Fish!

Eating fish is good for you…and the U.S. Department of Agriculture and leading nutrition researchers agree. With the release of the 2010 Dietary Guidelines for Americans (DGA) in January 2011, seafood takes center stage with a strong recommendation for all Americans to double the amount of seafood they eat. Incorporating more seafood in your diet is an easy way to eat right, and StarKist Flavor Fresh Pouches are a fresh, convenient way to reap the benefits of seafood. Tuna is a lean protein that is low in saturated fat and cholesterol, while still being nutrient-rich and an excellent source of B vitamins, Vitamin D, Selenium and Omega-3 fatty acids. Seafood is also good for your heart—research has shown that people who eat at least 2 servings of seafood a week have lower rates of heart disease than those who eat less.

Visit, become a StarKist fan on Facebook and sign up for the Hungry Girl newsletter for more information on StarKist Flavor Fresh Pouches. And the next time America's favorite fish says "Tell 'em Charlie sent ya" be sure to say "Thanks, Charlie!"

About StarKist

StarKist Co. is a leading producer, distributor and marketer of shelf-stable 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 favorite 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 favorite today.  StarKist Co. is a subsidiary of the Dongwon Group.


SOURCE StarKist Co.