Starkist Tuna
you’ve got bigger fish to fry
We’re not claiming that Starkist is the fanciest option for your lunch or snack, but we are claiming that it’s your smartest choice. You’ve got other things to worry about.
copywriter: me | art director: also me (so plz be nice)
Manifesto
Let’s be honest – we’ve all been there.
The kids are crying.
You have a meeting that starts in seven minutes.
And you may or may not have been the one that was supposed to take Tommy to band practice. He really needs to give up the flute.
Was that your stomach growling or did you accidentally step on the cat again?
You need something nutritious and quick. Oh! And it can’t break the bank because you definitely forgot that rent is due at the end of the week. And lord knows you have no idea what your account balance is right now. But how on earth can you even think straight with all of that noise.
Lucky for you, you know you have Starkist tuna on hand. It’s portable, a great source of protein, and a smart choice to carry you through your chaos.
So, check a quick meal off the list. Because, let’s be honest – you’ve got bigger fish to fry.
Interactive OOH
It’s a struggle when you’re hungry, but you’re on the move.
That’s why Starkist is installing large format exaggerated tear-off flyers within public transportation hubs in major cities to encourage sampling and generate buzz. The tear-off tabs are actual Starkist pouches that you can tear off, open, and eat on the go. Because after all, you’ve got bigger fish to fry.
OOH Partnership
No one’s schedule is busier than an active retiree. They’re done raising their kids, being tied to their kitchen, and being stuck in the boardroom. Their time is finally their time and they’ve got things to do. Between bingo, golf, book club, and pickleball there is no time to spare for meal prep. That’s why Charlie is setting his sights on the active 55+ community, The Villages.
Introducing the official sponsor of The Villages’ pickleball facility – Starkist.
With the Starkist pouches painted on the court and branded equipment, residents are reminded that Starkist helps keep them out of the kitchen and tending to their busy social lives instead. Armed with quick, easy, portable, and mess free protein on the go, everyone’s a winner on Charlie’s Courts. Because after all, you’ve got bigger fish to fry.
OOH PR Stunt
Sometimes life throws you lemons. Sometimes those lemons are extreme. Like when those lemons are a giant tuna sandwich car smashed into a building on the way to your favorite lunch spot.
Starkist will do a series of exaggerated stunts around the city near lunch spots to remind you that you can “leave lunch to us”. Starkist pouches would be given out to people as they take pictures of the scene to remind them that Starkist is a drama-free, mess-free, protein-packed pouch to swoop in and make lunchtime an easy affair. Because after all, you’ve got bigger fish to fry.
Social Activation + Partnership
Liam “Spicy Tuna” O’Brien is a professional hockey player for the Utah Mammoth in the NHL. The nickname has become a phenomenon with fans and has even led to a collab with Signature Athletics to launch a “Spicy Tuna Sporting Co” line that benefits youth hockey initiatives.
Starkist will align the brand with the beloved “Spicy Tuna” by utilizing him as an influencer through a social media campaign that showcases how Starkist fits into his busy life. In the content he will share with fans how Starkist makes juggling his busy life as a professional athlete, husband, father, and active community member a bit easier. Because after all, he’s got bigger fish to fry.
To make things spicier, consumers will join in on the fun. By using the hashtag #ivegotbiggerfishtofry they will post their own favorite meal hacks they use Starkist Tuna for. Up for grabs? A year supply of Starkist tuna because after all, we all have bigger fish to fry.
