U.S. tuna companies planning $60 million marketing campaign

Working through the U.S. Tuna Council, part of the National Fisheries Institute (NFI), Bumble Bee, StarKist and Chicken of the Sea each will invest a combined $60 million over three years to rebrand canned tuna and other shelf-stable seafood as a convenient, affordable food that is an essential part of a person’s healthy lifestyle.

“We’ve all agreed to move forward on a three-year category growth campaign that will begin airing in January. We’re still working on the messaging, but we have agreed on the program – it is s $60 million investment over three years – and the goal is to really revitalize the category,” Christopher Lischewski, CEO of Bumble Bee, told IntraFish.

Lischewski