The failure of a marketing campaign to boost the sales and quality image of canned tuna in the United States is demonstrative of wider flaws in the sector, a veteran tuna industry executive told IntraFish.
Owners of the big three US canned tuna brands – Bumble Bee, Starkist and Chicken of the Sea – joined forces last year to launch a three-year, $60 million (€44 million) generic marketing campaign that included glitzy national television advertising.
A little more over year after its $20 million (€14.9
