From Oprah to 60 Minutes and everywhere in between Tuna ads hit the air

January 17, 2011 Washington, DC The three largest American tuna companies; Bumble Bee, Chicken of the Sea and StarKist have joined forces along with Thai tuna processors in launching a multi-million dollar category growth campaign.

As part of the launch, television ads featuring Joy, the fun loving and fictitious cooking show host, will appear in primetime, morning television and during nationally syndicated shows. From Oprah and Modern Family to the Today Show and Conan a message that reminds consumers about the versatility of that pantry staple and reaffirms its health benefits will be everywhere.

These industry leading brands have done the hard work needed to come together and launch a robust campaign, said National Fisheries Institute Vice President Mary Anne Hansan, who is managing the project. The companies have formed an impressive partnership that produced unique, persuasive and exciting advertising.

In addition to the TV spots there is an online component, ads in fitness, family and cooking magazines and an outreach effort in health clubs nationwide.

Americans have always had a great relationship with tuna but we couldnt help but think lately consumers might have started to take tuna for granted. This campaign reminds them of why they love it and encourages new, creative and easy ways to use it. said Hansan.

Branded as Tuna The Wonderfish, the :15 and :30 second commercials begin airing on network and cable television stations today

For more than 60 years, the National Fisheries Institute (NFI) and its members have provided American families with the variety of sustainable seafood essential to a healthy diet. For more information visit: www.AboutSeafood.com.