Chicken of the Sea Spawns Salad Kits as Tuna Category War Rages - Ad wars: H.J. Heinz Co. vs. ConAgra Inc - Brief Article

Brandweek, March 19, 2001 by Sonia Reyes

Chicken of the Sea, looking to one-up rival Starkist Tuna's 2000 hit Tuna in the Flavor Fresh Pouch, will bow Chicken of the Sea Tuna Salad Kits in June with a $10 million TV, print, sampling push playing up the line's taste and convenience.

The 4-SKU shelf-stable salad kits come with three pre-measured ingredients: a premium no-drain tuna in a vacuum-packed foil pouch, dry seasonings and flavors like salad dressing/sweet pickle relish, smoked flavor, mayonnaise/onion and reduced-fat mayonnaise. The entry comes after a successful food service channel launch in 1999.

Category sales have fallen because of a tuna glut and little if any innovation in decades.

Last September, market leader Heinz launched Starkist pouch tuna with a $20 million marketing push followed by its recent salad kits entries all touting fresher-tasting tuna without the mess. ConAgra's Bumble-Bee is expected to launch its pouch version regionally this fall.

Chicken of the Sea hopes to expand usage among core adult users and lure younger consumers. "The category needed to solve the problem of getting more people to eat tuna," said Don George, svp-marketing." We also wanted to target the Gen X and Gen Y kids who don't even know how to make your basic tuna fish salad sandwich."

The company's first significant TV and print marketing effort in five years is under development by The Marketing Partners, Newport Beach, Calif. Likely tag: "Great taste guarantee," will play up the line's money-back guarantee, or "The Mermaid Guarantee," employing its golden-haired icon.

TV in July will target women-friendly fare like Oprah and Martha Stewart Living and play up the kits' usages in sandwiches and salads and their fast prep time. Print targeting Good Housekeeping and Redbook and FSIs launch in August.