Thai tuna brand shootout swings Burnett's way

Nautilus is a key brand in Thailand's very competitive tuna category, jostling for leadership position with close rival Sealect. At least 10 other brands are also chasing a growing consumer demand, according to Weng Kee Fan, Pataya Food's division manager of sales and marketing.

The account had previously been handled by local agency Creative Juice.

"The market is becoming very aggressive, and we felt the need for an agency that could help us grow in that environment."

Burnett was chosen because it was felt that "Burnett's ideas fit best with our own strategic direction,

Weng said, referring to the company's plans to "invest in the consumer

by adding to the basic tuna category with prepared foods such as tuna curries.

Pornsiri Rojmeta, Burnett's managing director, declined to discuss the financial size of the account, although she described it as "a mid-sized account, with a great deal of growth potential".

Pornsiri said that advertising would break with a broadcast plus supporting media campaign in the very near future. Media will be handled by Starcom.