Charlie the Tuna® Enters the Protein Era
RESTON, VA — StarKist Co., a socially responsible company focused on providing delicious, nutritious and convenient protein products, is proud to announce the launch of its dynamic new campaign, “Flex with StarKist.” Led by award-winning choreographer, dancer and entertainer Derek Hough, the campaign, alongside StarKist's iconic mascot, Charlie the Tuna, aims to inspire consumers to share their personal accomplishments and proud moments that come from living a protein-packed, healthy lifestyle.
This initiative marks a strategic shift for StarKist to become a leading protein supplier, now offering a diverse and delicious lineup that includes tuna, salmon, chicken and the newly introduced beef.
“StarKist is thrilled to have Derek Huff partner with Charlie the Tuna on this important announcement as we evolve from a tuna product manufacturer to a protein powerhouse. Derek's incredible track record and dedication to health and wellness make him the ideal co-leader to tell this story,” said Tom Asselin, Vice President of Marketing and Innovation at StarKist. “Our 'Flex with StarKist' initiative celebrates the strengths and triumphs of our consumers, and we're proud to offer a range of protein products to help them reach their everyday goals.”
Assouline added: “Charlie the Tuna, who captured the hearts of fans in 1961 and remains popular today, also benefits from our new protein focus, with our 3D style Charlie now looking healthier and feeling better than ever before.”
Charlie the Tuna's influential professional team
In his new role, Charlie the Tuna is on a mission to inspire consumers to embrace a healthy, fulfilling, protein-fueled lifestyle. Through the #FlexWithStarKist campaign, Charlie and his pro team (a dynamic group of lifestyle influencers led by Derek Hough) will encourage consumers to share how they “flex” by highlighting personal wins and strengths they gain from life and work.
Derek was excited about the partnership, stating, “I've been a long-time fan of StarKist so this is a fantastic opportunity to join the team. Their lean protein helps me recover after workouts and gives me energy. Plus, their protein pouches come in so many delicious flavours, there's something for everyone. I'm really looking forward to sharing how I use StarKist in my daily routine and inspiring others to do the same.”
Additional influencers joining Charlie's pro team and sharing their personal flex moments include:
US Women's National Soccer Team Champion, World Cup Winner, and Olympic Medalist Julie Ertz/@juliertz, singer, songwriter, and actor Jesse McCartney/@jessemccartney, and fitness influencer and Fit Men Cook Founder Kevin Curry/@fitmencook.
#FlexwithStarkist Sweepstakes*
The #FlexWithStarKist Sweepstakes invites consumers to join the movement and share their “flex” moments on Instagram using the campaign hashtag #FlexWithStarKistSweepstakes. At the end of the campaign, one Grand Prize winner will be randomly selected to receive $2,500 in prize money and a box of StarKist swag. Three runners-up will also receive cash prizes and StarKist products and giveaways.
Derek Hough and StarKist's professional team of influencers will share their own “flex” moments featuring StarKist products with consumers.
StarKist strengthens protein business
As part of its expansion into new proteins, StarKist has launched StarKist® Beef Creations® Pouches, one of the first single-serve, fully cooked beef pouches featuring over eight grams of lean protein and available in three delicious flavors: Taco Style, Sweet BBQ and Sloppy Joe. The convenience of the brand's new beef pouches allows consumers to prepare flavorful ground beef dishes in minutes without the need for cooking or mixing in sauces or seasonings.
StarKist® Tuna, Chicken and Salmon Creations® come in easy-to-carry pouches with 8-17 grams of protein per pouch. No draining required, and available in over 30 flavors including Buffalo Style, Thai Chili, Lemon Pepper and Sweet & Spicy, they can be enjoyed straight from the pouch on salads, sandwiches and more.
StarKist is committed to supporting the health and well-being of its consumers by providing high-quality, delicious, convenient, protein-packed solutions that help them reach their daily goals and celebrate their accomplishments. To learn more about StarKist products and the #FlexWithStarKist campaign, visit www.FlexWithStarKist.com.
About Derek Hough
Emmy Award winner and New York Times bestselling author Derek Hough began dancing at age 11 in his hometown of Salt Lake City, Utah, and has earned a reputation as the most-nominated male choreographer in Television Academy history, with four Emmy Award wins and 13 nominations. Hough's acting career has seen him appear in film, television and stage. He made his film debut in Make Your Move, and his television credits include the ABC series Nashville, NBC's Hairspray Live!, and Disney+'s High School Musical: The Musical. His stage credits include Radio City Music Hall's Spring Spectacular and his critically acclaimed lead role in London's West End in Footloose.
In 2020, Hough joined ABC's hit series Dancing with the Stars as a judge alongside Carrie Ann Inaba, Len Goodman, and Bruno Toniolo. A multi-talented entertainer and the show's only six-time winner, Hough previously appeared on the show as a professional dancer. Hough also served as a judge for four seasons on the NBC series World of Dance alongside Jennifer Lopez and Ne-Yo. Hough is also a best-selling author, whose autobiography, Taking the Lead; Lessons from a Life in Motion, became a hit in August 2014 and quickly made the prestigious New York Times Best Seller List.
In 2023, Hough launched his second solo tour, Derek Hough Symphony of Dance, performing in 60 cities across the United States and Canada. The first tour, Derek Hough Live: The Tour, was in 2019, and prior to that, Hough and his sister Julianne teamed up for the live stage dance concert MOVE Live on Tour, performing in 50 cities across the United States. In 2015, they toured 47 cities, selling out many venues. In 2017, they again toured 48 cities across the United States with their show MOVE Beyond Live on Tour. In 2021 and 2022, they headlined the residency Derek Hough: No Limit in Las Vegas, Nevada, the entertainment capital of the world. The critically acclaimed dance-centric show, taking place at the Venetian Resort, will see Hough take fans on a journey of true dance and music fusion as she explores every style from ballroom and tap to salsa and hip hop.
About StarKist Co.
StarKist Co. is a socially responsible company dedicated to helping people live a healthy lifestyle by providing convenient, nutritious protein. An innovator in its industry, StarKist was the first brand to introduce convenient, single-serve pouch products, available in over 30 flavors, including StarKist Tuna Creations®, Salmon Creations®, Chicken Creations® and new Beef Creations®. America's favorite tuna, StarKist represents a tradition of quality, consumer trust and a commitment to sustainability. StarKist's charismatic brand icon, Charlie® the Tuna, captured the hearts of tuna fans in 1961 and remains a fan favorite today. StarKist Co. is a direct, wholly owned subsidiary of Dongwon Industries Co., Ltd.
*NO PURCHASE NECESSARY. A PURCHASE DOES NOT INCREASE YOUR CHANCES OF WINNING. Open only to legal residents of the 48 continental United States and Washington DC, age 18 or older. Void in Alaska, Hawaii and where prohibited by law. Drawing begins on 8/20/24 at approximately 12:00 PM (12:00 Noon) and ends on 9/17/24 at 11:59 PM (Eastern Time). Official rules apply, including instructions for entry, alternate entry methods, prize details, odds and restrictions. Visit flexwithstarkist.com for complete details. Sponsor: StarKist Co., 1875 Explorer Street, 10th Floor, Reston, VA 20190.
