Representing a play on words, and bridging the connection between the "fish-kiss" and seafood, the campaign aims to revitalize the brand and engage today's consumers with new, innovative ways to enjoy the best that seafood has to offer.
The tagline states, "You can always tell when people have been 'Kist by StarKist ... they can't help but to wear the expressions on their faces."
Charlie the Tuna, StarKist's iconic pitchman, drives home the messaging by offering a smooch at the close of each television commercial.
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