Coyne Public Relations is proud to announce that its innovative work with StarKist® on the “Flex with StarKist” campaign has been honored with an Award of Excellence in the Integrated Communications – Consumer Products category at the 2025 PRSA Anvil Awards.
The prestigious recognition from the Public Relations Society of America (PRSA) highlights the campaign’s exceptional strategy, execution, and results in redefining StarKist’s brand identity and engaging consumers through an innovative, multi-channel approach.
The “Flex with StarKist” campaign marked a transformative shift for the brand, positioning it beyond tuna into the broader protein space. Leveraging Emmy Award-winning celebrity Derek Hough and more than 100 influencers, the campaign encouraged consumers to share their personal “flex” moments – achievements fueled by StarKist’s high-protein offerings, including tuna, salmon, and chicken. With a refreshed Charlie the Tuna mascot, strategic PR, influencer partnerships, and a user-generated content sweepstakes, the campaign amassed 2.4 billion media impressions and widespread engagement.
“This award is a testament to the power of bold storytelling and strategic collaboration,” said Tim Schramm, executive vice president at Coyne PR. “We are proud to help StarKist connect with consumers in a meaningful way and honored that the PRSA has recognized our shared efforts with this accolade.”
The Anvil Awards, often referred to as “the Oscars of the public relations profession,” are the industry’s most prestigious recognition of excellence. The 2025 awards ceremony was held at the Edison Ballroom in New York City, celebrating the best in PR and communications. A full list of winners can be found here.
ABOUT STARKIST CO.:
StarKist Co. is a socially responsible company that empowers people to live a healthy lifestyle by providing convenient nutritious proteins. An industry innovator, StarKist was the first brand to introduce convenient single-serve pouch products, which include StarKist Tuna Creations®, Salmon Creations®, Chicken Creations®, and new Beef Creations® in over 30 flavors. As America’s favorite tuna, StarKist represents a tradition of quality, consumer trust and a commitment to sustainability. StarKist’s charismatic brand icon, Charlie® the Tuna, swam into the hearts of tuna fans in 1961 and is still a fan favorite today. StarKist Co. is a direct wholly owned subsidiary of Dongwon Industries Co., Ltd.
ABOUT THE PRSA ANVIL AWARDS:
The icon of the public relations profession, the Anvil Awards recognize the best public relations programs of the year and the highest standards of performance in the profession. Commonly referred to as “the Oscars of the public relations profession,” the Anvils culminate in a prestigious award show each spring in the heart of Manhattan. For more than 75 years, the Anvil has served as the industry’s most distinguished honor recognizing the very best in PR.
ABOUT COYNE PUBLIC RELATIONS:
Founded in 1991, Coyne PR is a leading independent public relations firm in the United States, thriving in the global communications landscape. Our firm is committed to excellence and innovation and delivers impactful strategies and creative solutions for some of the world’s most prestigious brands. Our team of more than 135 professionals, based in vibrant New York and New Jersey offices, collaborates across a network spanning 115 cities, 49 countries, and six continents, thanks to our partnership with The Worldcom Public Relations Group. At Coyne PR, we pride ourselves on navigating the complexities of a rapidly evolving media environment, ensuring our clients achieve their communication goals with precision and flair. Our work, recognized with more than 1,000 industry awards, reflects our dedication to creativity, strategic planning, and exceptional service. To discover how Coyne PR can elevate your brand’s message and connect with global audiences, visit www.coynepr.com.
