our work

Achieving a Top-Level Transition for a Full-Service Client

Starkist Tuna Products


When StarKist selected Advantage as its U.S. sales agency for the grocery, dollar, club, Target, specialty and foodservice channels in October 2019, the popular tuna brand wanted a proactive partner who cultivated strong relationships with its retail customers and would take in-store execution to the next level.


Prior to the transition, Advantage established a team of 125 sales leaders, business sales managers, customer sales managers, business financial administrators and retail merchandisers who quickly moved into action. Within weeks, Advantage was appointed the category captain at Target, the first of many retail headquarter wins.

After a smooth transition, StarKist tasked the Advantage retail services team with placing more than 13,500 clip-strip displays in stores within a two-month period. The team tripled-down on that figure, placing more than 20,700 tuna-item and 9,600 chicken-item clip strips in aisles and more than 6,300 tuna and 2,500 chicken clip strips at the checkout.

Behind the scenes, Advantage business financial administrators achieved the client’s key performance indicator of fewer than 15% of deductions aged 60 days or more and have maintained this goal since.