StarKist is using healthy recipes, body fat measurements and the star power of celebrity chef Sandra Lee to market its tuna during a month long tour.
The tour this month began in New York City on June 3 with Lee, the host of the popular Food Network show “Semi-Homemade,” when she cut the ribbon on the AirStream vehicle that is stopping during lunchtime at parks and grocery stores in Tampa, Houston, Pittsburgh and Chicago.
The name of the tour “Have You Been StarKist” plays on learning about the health benefits of tuna and incorporating the fish into healthy meals. It is also themed to TV spots.
People visiting the vehicle will find a number of activities, including the “Fish-Kiss” Photo Booth where they can make a “fish-kiss” photo that can be e-mailed with a message or shared via StarKist’s Facebook page. For every photo uploaded to the page through the duration of the tour—June 3 to June 30—StarKist will donate $1 to Share Our Strength, an organization that helps feed children, up to $5,000. People can also enter their photo in a sweepstakes on Facebook to win one of three cash prizes. The sweepstakes is promoted on a large image on the AirStream right next to the vehicle entrance.
People can also test their memory with a touch screen game or their energy level at a Wii Fit station. Trained staff is on hand to administer blood pressure screening and measure body composition including body fat, water and lean tissue. People who complete all of the stations will receive a sample of a StarKist Tuna pouch and a recipe booklet with summer recipes and a chance to receive a trial issue of Semi-Homemade Magazine.
Grand Central Marketing designed the vehicle, developed the concept, created the consumer experience, is managing, producing and staffing the tour and handling public relations. It also negotiated the talent, including Sandra Lee in New York, Wade Boggs in Tampa, and others.
The tour ends June 24 in Chicago at the Navy Pier.
In a separate campaign Sandra Lee is partnering with Marble Slab Creamery to also benefit Share Our Strength. This summer, she will debut 16 new ice cream creations that consumers can vote for and make contributions to SOS. The winning flavor will be featured in Sandra Lee’s upcoming cookbook. At the end of the summer Marble Slab and Sandra Lee will donate an additional $25,000 to SOS.
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