• by Karlene Lukovitz  @KLmarketdaily, December 23, 2016

StarKist has tapped Candace Cameron Bure, star of “Full House” and now “Fuller House,” as its new spokesperson.

Bure co-stars with StarKist’s Charlie the Tuna character in a new campaign for the brand’s pouch-format Creations products.

In two 15-second TV spots — one showing Bure at work, about to go film a scene, the other at home making lunches for her three kids — Charlie drops in to offer the actress/producer the pouches as a healthy, on-the-go lunch option.

The creative, taglined “Tear. Eat. Go.,” drives home the convenience of using a fork to eat right out of a single-serve pouch of one of the high-protein, low-calorie tuna or salmon Creations, which come in 10 varieties (including Lemon Pepper and Sweet & Spicy tuna flavors, and Lemon Dill and Mango Chipotle salmon flavors). 

The ads, from lead creative agency Quench, will begin airing on Dec. 26 and run through August. They will also be posted on YouTube and StarKist.com.

Bure will take part in a national public relations campaign, including a media day in early February. She will also offer health tips and easy, healthy recipes on digital media and the brand’s Facebook, Instagram and Twitter channels.  

The campaign’s other elements include online banners, digital ads and paid social advertising. 

Bure was chosen as the brand’s spokesperson because she’s both a well-known, well-liked actress and talk-show host and “a busy mother who shares StarKist’s focus on a healthy lifestyle,” Andy Mecs, StarKist Co. director of marketing and innovation, tells Marketing Daily.

The Gatesman agency handled social media creative and content, and the media day is being coordinated by Coburn Communication.