Pacific Islands Celebrate Tuna: 'Tuna Bites' Event Campaign for Food Security

The Pacific Islands Forum Fisheries Agency (FFA) and the Pacific Community (SPC) engaged red k. to lead the “Tuna Bites” campaign, launched to mark UN World Tuna Day and Pacific Tuna Month. This pioneering campaign, in partnership with National Governments, aims to spotlight tuna as a vital protein source in the Pacific, highlighting its essential role in food security across the region.

The campaign centres on a culinary competition showcasing the finest tuna dishes from eight Pacific countries: Fiji, Federated States of Micronesia, Kiribati, Marshall Islands, Niue, Samoa, Solomon Islands, and Vanuatu. A panel of esteemed chefs and culinary experts will judge each country’s top tuna dish based on taste, presentation, and specific criteria. The competitions will be broadcast on TV, allowing the public to appreciate the culinary skills and cultural significance of tuna in Pacific cuisine. Supported by the Overseas Fishery Cooperation Foundation of Japan, this campaign underscores collective efforts to ensure the long-term availability of this critical resource for the region’s well-being and future generations.

Red k. led a multifaceted approach to elevate the “Tuna Bites” campaign, contributing significantly to various aspects of the project. Their expertise in brand creation, brand management, and brand guidelines ensured a cohesive and impactful visual identity for the campaign. They meticulously crafted invitations, registrations, and coordinated distribution of assets, ensuring seamless execution of the culinary competitions across eight Pacific countries. Red k. also played a pivotal role in developing marketing collateral, designing event elements and merchandise, and managing press and media outreach, amplifying the campaign’s reach and impact. Additionally, their contributions to advertising and recipe book design further enhanced the campaign’s visibility and engagement, making it a comprehensive and successful initiative celebrating the importance of tuna in Pacific cuisine and culture.

TUNA BITES

Pacific Islands Celebrate Tuna: ‘Tuna Bites’ Event Campaign for Food Security

“Tuna Bites celebrates the best of our Pacific master chefs working with our Pacific tuna. Our Pacific tuna feeds the world, feeds our economies, and of course, is the best source of protein for our people, who consume up to five times more fish than the global average.”

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“Red k managed a highly collaborative process across eight member countries, delivering tailored communication assets for each context. Their ability to balance consistency at a regional level with meaningful local customisation was central to the success of Tuna Bites.”

The atmosphere was electric, with a vibrant crowd embracing the tuna-themed festivities. From creative tuna dishes to traditional delicacies, the menu was a feast for the senses. The flavors, textures, and presentation were nothing short of extraordinary.