StarKist (OLV/Social/Case Study) — Peter Harris

After years of expanding into other proteins, and educating consumers about the pouch (instead of the classic StarKist can), it was time to go back to our core. And when we went back, we went way back. We brought back two of the most iconic words in advertising, “Sorry, Charlie” and reminded tuna fans who has been and always will be the leaders in tuna.

This social media case study below tells you all about how we turned your grandma’s tuna into something you want to buy.

For “back to routine” in 2025 we created a social-only campaign featuring Charlie the Tuna and people “hustling.” We also produced this in-house on our own.