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Starkist Launches New Chicken Creations Pouches




After 100 years at sea with its line of tuna and salmon, StarKist and Charlie the Tuna, have come ashore with the launch of the brand’s first-ever line of chicken products. The Chicken Creations line will be backed by a national paid media campaign that includes print, digital media and two television spots.

The campaign, from Harrisburg, Pennsylvania-based food & beverage agency quench(www.quenchagency.com), enlists both Charlie and Candace Cameron Bure, star of "Full House" and "Fuller House.” Bure will help launch the new chicken line-up by positioning the single-serve pouches as a way to fuel her active lifestyle as an actor, director, producer, exercise enthusiast and busy mom.

The TV spot, called “Chicken,” launches July 23 and features Bure backstage on a set reacting to Charlie’s news about the arrival of Chicken Creations.

The appearance by Charlie in the Chicken Creations TV spot is part of recent efforts by quench and StarKist to revitalize the iconic spokestuna, including a 3-D makeover and a more prominent marketing role.

CREDITS

Advertised Brand: StarKist
Execution Title: “Chicken”
Advertising Agency: quench, Harrisburg, PA (USA)

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Dairy Famers of Canada Takes An Honest Approach in Latest Campaign by DDB Canada


To better inform millennials about Canadian dairy and help clear up misconceptions they may have, Dairy Farmers of Canada (DFC), has launched a new campaign that takes an honest, candid approach to share truths about Canadian dairy products and the industry.

Developed by DDB Canada’s Toronto office the national campaign, “Honest. Canadian. Dairy.” reminds millennials of the positive aspects of Canadian dairy to help raise the day-to-day relevance of dairy products in millennials minds.

“There’s an opportunity to shift and change millennials perceptions about dairy products,” says Lucie Bérubé, acting director, marketing, DFC. “Canadian dairy products are considered a wholesome and natural source of nutrition by millennials; but this group shows some reluctance, versus older Canadians, to consume dairy products on a regular basis. The new campaign sets out to clarify misconceptions millennials may have.”

Accentuating both functional and emotional benefits associated with increasing usage of Canadian dairy, both English and French creative executions introduce dairy farmer characters, who share facts such as: there are no artificial growth hormones in milk that is produced in Canada, most Canadian dairy farms are family-run and span generations of dairy farmers; and most farmers keep under 100 cows.

“We wanted to be upfront with Canadians about what’s true and what’s not when it comes to Canadian dairy farming,” says Craig Ferguson, creative director, DDB Canada Toronto. “That carried over to the advertising. It felt natural to be upfront about the fact our ads were ads.”

Campaign creative includes television, social videos, out-of-home placements and Spotify audio advertising. The campaign launched at the end of January runs until March 2019 with Initiative responsible for the media strategy and buy.

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