StarKist

Coyne PR launched “Flex with StarKist^®,” a campaign to elevate StarKist from a tuna brand to a leading protein provider. The campaign featured award-winning choreographer, dancer and entertainer Derek Hough alongside StarKist’s iconic mascot, Charlie the Tuna^®, who received a refreshed, fitter look to align with the brand’s new protein focus. By leveraging Hough and a Pro-Team of influencers, including USWNT Soccer champion, World Cup winner and Olympic medalist Julie Ertz; singer, songwriter and actor Jesse McCartney; and fitness influencer and Fit Men Cook founder Kevin Curry, the campaign inspired consumers to celebrate their personal achievements fueled by StarKist’s protein products.

An integrated approach encompassing digital and social media along with earned media resulted in top-tier coverage including Access Daily with Mario & Kit, Eating Well, PEOPLE, US Weekly, E! News Online, Ok!, Extra TV Online, Yahoo! Entertainment and more! This multifaceted strategy solidified StarKist’s new positioning, driving significant awareness and consumer engagement.