Home > Encyclopedia of Major Marketing Campaigns > Starkist Foods, Inc.

• CHARLIE THE TUNA Campaign
• Charlie the Tuna in a Congressional Election
• Further Reading

1 Riverfront PI.
Newport
Kentucky
41071-4548
USA
tel: (606)655-5700
website: http://www.starkist.com

CHARLIE THE TUNA Campaign

Overview

The "Charlie the Tuna" campaign was born in 1961, the brainchild of Leo Burnett himself, founder of the eponymous Chicago ad agency that created more than 80 commercials for StarKist Foods, Inc., until it resigned the account in November 1994. Charlie's motivating characteristic was his perpetual inferiority complex. The cartoon tuna was constantly trying to impress upon the StarKist brand his worthiness through demonstrating his...