MMB

Overview

Revitalizing a brand…and a category. StarKist’s launch of several new products—from flavored tuna varieties to a full range of seafood meal solutions—is helping to convert canned tuna into a relevant category once again. And in February 2010, StarKist and MMB created a powerful positioning around new products and new recipe ideas that has helped make StarKist a more frequently used brand in America’s homes. We’ve jump-started top of mind awareness and are driving thousands of harried meal-makers to starkist.com for healthy, unexpected and crowd-pleasing meal ideas. StarKist’s integrated campaign has already yielded impressive results for the brand. The television advertising scored in the top 2% of all tested consumer products advertising. In just a few short months, aided campaign awareness among the target exceeded 20%. On the web, traffic has more than doubled, engagement time has increased by over 60% and more than 90% of all click-thrus are using the site for recipes. Most importantly, case sales are experiencing a double-digit growth rate.