Problem

How do we get people to see tuna as a go-to everyday food option?

research

• Focus Group- Everyone seemed to have some childhood memories with tuna. Described as “easy” and the most trustworthy tuna brand.

• Survey- What people valued most about tuna was the taste, many thought of the smell, and assumptions of canned tuna being unhealthy and its “fishy taste” were turn-offs.

• Man on the aisle- People thought of the smell, if you didn’t grow up eating it you were less likely to enjoy it now, and canned is preferred over pouched tuna because seen as safer

insights

• If you didn't grow up eating canned tuna you are less likely to eat it now

• Most people thought of the smell when asked, regardless of if they liked it or not.

• People prefer canned tuna because pouched tuna was associated with more preservatives and MSG.

• Preconceived notions of canned tuna being unhealthy and the taste were the biggest turn-offs for canned tuna.

strategy

Embrace your taste.

creative

No one has any concerns with the taste, they’re just embarrassed by preconceived beliefs. We want to encourage people to take Starkist tuna and create the craziest recipes and make it to their likings. We want our consumers to embrace their taste, smell, weirdness, and ultimately embrace Starkist Tuna!

how we see this in the world

• Consumer engagement on social media with #EmbraceYourTaste.

• Taste tests with new crazy and creative recipes.

• Television/video ads such as a women eating tuna with her cat.