As originally appeared on PRWeek
StarKist has brought on Coyne Public Relations to drive awareness and trial of its expanding portfolio of protein products including tuna, salmon and chicken.
StarKist invited three agencies it had been “keeping an eye on” to pitch for the account, said Michelle Ford Faist, head of corporate affairs and government relations at StarKist. She did not disclose the other firms, but said that the company hired Coyne in June and work started in mid-August.
Coyne will support the canned-tuna giant with its U.S.-based PR and influencer engagement. The firm will also provide corporate support.
“[Coyne] will be doing everything from helping with issues management to supporting our corporate giving efforts and sustainability outreach efforts,” said Ford Faist.
StarKist mascot Charlie the Tuna will play a more prominent role in PR outreach. Coyne will help the brand amplify Charlie’s presence and bring his character to life in new and exciting ways, Ford Faist said.
She added that StarKist’s business gets “very busy” in Q1.
“When you are a protein company, diet season and Lent is a busy time for StarKist,” she said. “So we wanted to make sure Coyne was up and running to help us, especially diving into Q1 for next year.”
The incumbent on the account was Coburn Communication. The brand is phasing out that partnership and transitioning the business, said Ford Faist.
A Coburn spokesperson was not immediately available for comment.
“We are looking forward to taking things to the next level with a fresh perspective and new energy for the brand and company with Coyne,” Ford Faist said.
She added that she worked with Coyne 16 years ago when she was a senior manager in Del Monte Foods’ corporate communications department.
“I always appreciated working with them,” said Ford Faist. “It goes to show when you do great work, people do remember.”
Coyne VP Jackie Peskin is leading an account team of nine, encompassing PR and influencer support. Budget information was not disclosed.
“It’s great when a company with this kind of visibility and track record decides to work with an agency like ours,” said Coyne EVP Tim Schramm.
StarKist products include StarKist Tuna Creations, Salmon Creations and Chicken Creations. StarKist is a wholly owned subsidiary of Dongwon Industries, which is owned by Dongwon Group. StarKist was acquired by Dongwon Group in 2008 from Del Monte Foods for $363 million. Dongwon Group is reportedly mulling an IPO for StarKist.
In January, StarKist named Chae-Ung Um as its president and CEO. He replaced Andrew Choe, who held the position since 2014, according to a company statement.
