Click here to close now.


News Feed Item

StarKist® Brings 'Charlie® The Tuna' Back To The Small Screen

-- StarKist® teams up with renowned animator Steve 'Spaz' Williams to give the iconic spokes-tuna a modern look and invites consumers to have 'your lunch, your way' with single serve Tuna Creations® --

PITTSBURGH, Jan. 10, 2014 /PRNewswire/ -- StarKist's beloved Charlie® the Tuna is swimming back into the television advertising spotlight as a classic hipster with a fresh new look. The leading tuna brand is reintroducing the jive-talking tuna in 3D animation as the starring voice of a new "My Lunch. My Way. My Creations.™" campaign, inviting consumers to add personalized flavor variety to lunch with the brand's seasoned Tuna Creations® pouch line.

StarKist enlisted the directorial assistance of renowned animator and visual effects supervisor, Steve "Spaz" Williams, to reintroduce Charlie with modern 3D animation that still harkens back to the classic character that was developed more than 50 years ago.

"Since Charlie's debut in 1961, his red hat, trendy glasses and cool mannerisms have made him a true pop culture icon, and now for the first time in more than a decade, Charlie is reclaiming his starring role in our advertising campaign in a big way," said Mike Brookhart, Director of Marketing, StarKist.  "The return of Charlie as the 'Star' marks an evolution in our brand.  We are staying true to the classic StarKist taste consumers know and trust, while highlighting the newest individual flavors of our complete StarKist Tuna Creations product line for delicious, convenient and better-for-you lunch options."

New Look to a Classic Icon

StarKist and its lead agency, Harrisburg, PA based Pavone Inc., teamed up with Buffalo, NY based animation studio, IBC Digital and Cornerstone Pictures, to bring the Charlie the Tuna animation to life. To make an even larger than life splash, the brand recruited Director Steve "Spaz" Williams – the lead graphics animator and visual effects supervisor on famed movies such as Jurassic Park, Jumangi, Terminator 2, Return of the Jedi, among others – to direct the final product. "It doesn't get much more iconic in the animated ad world than a classic like Charlie the Tuna," said Williams. "I was thrilled to work with StarKist, IBC Digital and Cornerstone Pictures to bring one of the most identifiable characters to life in a fresh way, while staying true to Charlie's unique style."

To retain the classic look, tone and personality of the beloved original, character sketches from the very first Charlie the Tuna were studied and used to create the "new" version using 3D animation. The :15 and :30 second television spots showcase a contemporary office atmosphere, featuring Charlie providing flavorful salad solutions to make "your lunch, your way" with single serve Tuna Creations. While the ad has a modern feel, it also evokes a sense of familiar nostalgia with Charlie delivering his iconic catchphrase: "Tell 'em Charlie sent ya!"

Charlie Brings His 'Good Taste' to Social Media

In addition to advertising, Charlie will take a lead role in StarKist's social media presence, hosting a highly visual and engaging Facebook game—"Charlie's Brain Pleasers". From now until February 3rd consumers can 'like' StarKist on Facebook to unlock Tuna Creations-inspired mini games for a chance to win a $500 Visa Gift Card each week. Games include, "Ranch Memory Mash", "Lemon Pepper Quick Pick", "Hickory Smoked Smoke Screen", "Sweet & Spicy Simon Says" and "Herb & Garlic Winning Combo". The game will be supported via Facebook Like ads, digital display banners and a FSI.

Visit to learn more about new Single Serve StarKist Tuna Creations® products, be sure to become a StarKist fan at, and check out "Charlie's Brain Pleasers", as well as follow us on Twitter @StarKistCharlie and Pinterest

About Charlie the Tuna
Created in 1961, StarKist's Charlie® the Tuna was the brain-fish of notable character creators, Tom Rogers and the Leo Burnett agency. Initial character design for animation was done by the legendary director and animator Chuck Jones of Warner Brothers, and DePatie-Freleng Studios, the creative animation studio behind the Pink Panther, brought Charlie to life. When the first commercial debuted, Charlie was an instant hit, going on to star in more than 80 commercials.

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 seasoned tuna; and, a dolphin-safe policy.  As America's favorite tuna, StarKist represents a 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.

More Stories By PR Newswire

Copyright © 2007 PR Newswire. All rights reserved. Republication or redistribution of PRNewswire content is expressly prohibited without the prior written consent of PRNewswire. PRNewswire shall not be liable for any errors or delays in the content, or for any actions taken in reliance thereon.

Latest Stories
In his General Session at DevOps Summit, Asaf Yigal, Co-Founder & VP of Product at, explored the value of Kibana 4 for log analysis and provided a hands-on tutorial on how to set up Kibana 4 and get the most out of Apache log files. He examined three use cases: IT operations, business intelligence, and security and compliance. Asaf Yigal is co-founder and VP of Product at log analytics software company In the past, he was co-founder of social-trading platform Currensee, which...
The revocation of Safe Harbor has radically affected data sovereignty strategy in the cloud. In his session at 17th Cloud Expo, Jeff Miller, Product Management at Cavirin Systems, discussed how to assess these changes across your own cloud strategy, and how you can mitigate risks previously covered under the agreement.
Countless business models have spawned from the IaaS industry – resell Web hosting, blogs, public cloud, and on and on. With the overwhelming amount of tools available to us, it's sometimes easy to overlook that many of them are just new skins of resources we've had for a long time. In his general session at 17th Cloud Expo, Harold Hannon, Sr. Software Architect at SoftLayer, an IBM Company, broke down what we have to work with, discussed the benefits and pitfalls and how we can best use them ...
Most of the IoT Gateway scenarios involve collecting data from machines/processing and pushing data upstream to cloud for further analytics. The gateway hardware varies from Raspberry Pi to Industrial PCs. The document states the process of allowing deploying polyglot data pipelining software with the clear notion of supporting immutability. In his session at @ThingsExpo, Shashank Jain, a development architect for SAP Labs, discussed the objective, which is to automate the IoT deployment proces...
We all know that data growth is exploding and storage budgets are shrinking. Instead of showing you charts on about how much data there is, in his General Session at 17th Cloud Expo, Scott Cleland, Senior Director of Product Marketing at HGST, showed how to capture all of your data in one place. After you have your data under control, you can then analyze it in one place, saving time and resources.
The Internet of Things (IoT) is growing rapidly by extending current technologies, products and networks. By 2020, Cisco estimates there will be 50 billion connected devices. Gartner has forecast revenues of over $300 billion, just to IoT suppliers. Now is the time to figure out how you’ll make money – not just create innovative products. With hundreds of new products and companies jumping into the IoT fray every month, there’s no shortage of innovation. Despite this, McKinsey/VisionMobile data...
Just over a week ago I received a long and loud sustained applause for a presentation I delivered at this year’s Cloud Expo in Santa Clara. I was extremely pleased with the turnout and had some very good conversations with many of the attendees. Over the next few days I had many more meaningful conversations and was not only happy with the results but also learned a few new things. Here is everything I learned in those three days distilled into three short points.
DevOps is about increasing efficiency, but nothing is more inefficient than building the same application twice. However, this is a routine occurrence with enterprise applications that need both a rich desktop web interface and strong mobile support. With recent technological advances from Isomorphic Software and others, rich desktop and tuned mobile experiences can now be created with a single codebase – without compromising functionality, performance or usability. In his session at DevOps Su...
As organizations realize the scope of the Internet of Things, gaining key insights from Big Data, through the use of advanced analytics, becomes crucial. However, IoT also creates the need for petabyte scale storage of data from millions of devices. A new type of Storage is required which seamlessly integrates robust data analytics with massive scale. These storage systems will act as “smart systems” provide in-place analytics that speed discovery and enable businesses to quickly derive meaningf...
In his keynote at @ThingsExpo, Chris Matthieu, Director of IoT Engineering at Citrix and co-founder and CTO of Octoblu, focused on building an IoT platform and company. He provided a behind-the-scenes look at Octoblu’s platform, business, and pivots along the way (including the Citrix acquisition of Octoblu).
In his General Session at 17th Cloud Expo, Bruce Swann, Senior Product Marketing Manager for Adobe Campaign, explored the key ingredients of cross-channel marketing in a digital world. Learn how the Adobe Marketing Cloud can help marketers embrace opportunities for personalized, relevant and real-time customer engagement across offline (direct mail, point of sale, call center) and digital (email, website, SMS, mobile apps, social networks, connected objects).
The buzz continues for cloud, data analytics and the Internet of Things (IoT) and their collective impact across all industries. But a new conversation is emerging - how do companies use industry disruption and technology enablers to lead in markets undergoing change, uncertainty and ambiguity? Organizations of all sizes need to evolve and transform, often under massive pressure, as industry lines blur and merge and traditional business models are assaulted and turned upside down. In this new da...
In recent years, at least 40% of companies using cloud applications have experienced data loss. One of the best prevention against cloud data loss is backing up your cloud data. In his General Session at 17th Cloud Expo, Sam McIntyre, Partner Enablement Specialist at eFolder, presented how organizations can use eFolder Cloudfinder to automate backups of cloud application data. He also demonstrated how easy it is to search and restore cloud application data using Cloudfinder.
The Internet of Everything is re-shaping technology trends–moving away from “request/response” architecture to an “always-on” Streaming Web where data is in constant motion and secure, reliable communication is an absolute necessity. As more and more THINGS go online, the challenges that developers will need to address will only increase exponentially. In his session at @ThingsExpo, Todd Greene, Founder & CEO of PubNub, exploreed the current state of IoT connectivity and review key trends and t...
Two weeks ago (November 3-5), I attended the Cloud Expo Silicon Valley as a speaker, where I presented on the security and privacy due diligence requirements for cloud solutions. Cloud security is a topical issue for every CIO, CISO, and technology buyer. Decision-makers are always looking for insights on how to mitigate the security risks of implementing and using cloud solutions. Based on the presentation topics covered at the conference, as well as the general discussions heard between sessi...