    2001 Second Quarter |
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| StarKist Rides Innovation Wave
TO PROMOTE TUNA IN A POUCH  |
One campaign highlight was a satellite media tour that used virtual reality technology to feature a computer-animated Charlie the Tuna that answered questions from news anchors on 16 television stations nationwide. The interviews showcased the new Tuna in a Pouch, and Charlie had the opportunity to discuss all the benefits the pouch offers. More than 7 million consumers saw the interviews. In addition, a two-day sampling effort promoted Tuna in a Pouch in Orlando and Jacksonville, Florida, StarKist's test markets. The local market events, called "Lunch with Charlie," served up two delicious tuna recipes in sample-size servings. Dawn Wells, castaway Mary Ann from the classic TV sitcom Gilligan's Island, demonstrated quick and easy Tuna in a Pouch recipes to entice the appetites of consumers. In addition, Charlie the Tuna joined Ms. Wells at each event, arriving in a Baja Marine Hammer speedboat filled with StarKist Tuna pouches. Consumers guessed the correct number of pouches in the speedboat for a chance to win. |
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StarKist recently made a big splash with its new Tuna in a Pouch. To gain exposure for this breakthrough and innovative product, StarKist launched various media outreach efforts that put Tuna in a Pouch in the spotlight.