Charlie the Tuna® returns as StarKist prepares to debut a new integrated campaign that connects with today’s consumers and their demand for convenient, great-tasting protein
KNOXVILLE, Tenn. — July 7, 2026 —StarKist® is preparing to launch a new brand platform and integrated marketing campaign this fall, marking the next chapter for one of America’s most iconic and trusted tuna brands. To help bring this next phase of growth to life, StarKist has named award-winning advertising agency Tombras its integrated agency partner.
Under the new engagement, Tombras will lead brand strategy, integrated creative development, media planning and buying, organic social and community management, measurement and analytics, and a comprehensive website and SEO assessment.
Launching this fall, the first campaign from the partnership will introduce a renewed creative platform and brand voice designed to strengthen StarKist’s relevance with today’s consumers and meet growing demand for convenient, ready-to-eat protein. The campaign will feature StarKist’s iconic mascot, Charlie the Tuna®, whose signature personality will come to life across connected TV, online video, social and digital channels to connect with both longtime fans and new consumers.
Dooley Tombras
“StarKist is one of those rare brands with enduring recognition and tremendous opportunity still ahead,” said Dooley Tombras, President at Tombras. “Charlie the Tuna remains one of advertising’s most powerful brand icons, and we’re excited to bring fresh energy to the brand through work that connects with modern audiences and unlocks new growth.”
The appointment reflects StarKist’s focus on creating a more connected and efficient marketing ecosystem, bringing strategy, creative, media and measurement together under one agency partner.
Michael Merritt, Jr.
“We were looking for a partner that could bring together strategic thinking, creative excellence, media expertise and a deep understanding of how brands grow in today’s landscape,” said Michael Merritt, Jr., Vice President, Marketing & Innovation at StarKist. “Tombras demonstrated a clear vision for where the brand can go next and a fully integrated approach that will help us create stronger connections with consumers. As demand continues to grow for convenient, ready-to-eat lean protein, we see a tremendous opportunity to bring more consumers to the category through great-tasting products and bold creativity. We’re thrilled to begin this next chapter together.”
The fall campaign marks the beginning of a broader effort to evolve the StarKist brand while reinforcing the quality, convenience and value that have made it a pantry staple for generations.
About Tombras
Tombras is one of the top independent agencies in North America. We’re impact-driven, creative storytellers with performance at the heart of everything we do. Connecting Data + Creativity for Business Results® is our guiding mission. The foundation beneath it all is independence, which has been a force multiplier in the data + creativity equation, allowing us to invest and reinvest in our people and technology. From strategy, creative, public relations and media to digital design and development, a social media command center, ecommerce, in-house production, a trade desk and customer experience lab and much more, we do it all with over 500 strategists, creatives, designers, copywriters, media specialists, data scientists, researchers, tech and social media experts, producers, and directors. For more information, visit tombras.com.
About StarKist Co.
StarKist Co. is a socially responsible company that empowers people to live a healthy lifestyle by providing convenient nutritious proteins. An industry innovator, StarKist was the first brand to introduce convenient single-serve pouch products, which include StarKist Tuna Creations®, Salmon Creations®, and Chicken Creations® in over 40 varieties. As 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®, swam into the hearts of tuna fans in 1961 and is still a fan favorite today. StarKist Co. is a direct wholly owned subsidiary of Dongwon Industries Co., Ltd.