The classic “Tuna with a Heart” ad from Mr. Mom (1983), empathy meets marketing genius.

Remember Schooner Tuna?

If you were around in the 80s, you might remember Mr. Mom, Michael Keaton as a laid-off dad finding his way at home while his wife, played by the ever-talented Teri Garr, returns to work. It is a comedy, sure, but tucked inside the laughs was one of the first marketing strategies I ever noticed as a teenager growing up in the 80s, and it stuck with me.

Garr’s character, Caroline Butler, lands a job at an ad agency run by Martin Mull’s Ron Richardson. Both actors we sadly lost in recent years, two greats. The agency’s big client, Schooner Tuna, is struggling. Sales are sinking, the economy is rough, and the executives are flinging out gimmicks, free glasses, sweepstakes to Hawaii, all missing the point.

Caroline steps in with a radical idea, empathy. Her campaign, “Tuna with a Heart,” simply has the company president tell the truth, that times are tough, that they care, and that they are temporarily cutting the price to help families out. No glitz, no spin, just heart.

It was a simple concept, but it carried a message that has lasted for decades.

Marketing with Heart, Then and Now

From payphones to iPhones, the tools have changed, but people have not. Inflation, tariffs, rising costs, you name it. Businesses are once again trying to connect with consumers who are tired, cautious, and a little skeptical.

That is why Schooner Tuna still matters. It is a reminder that people respond to authentic understanding, not corporate noise. Marketing, at its best, is not about convincing people to buy something. It is about letting them know you understand what they are going through and that you are here to help.

But here is the key. Empathy does not mean slashing prices just to survive.

Empathy ≠ Discounting Everything

Let’s be real, selling purely on price is a dangerous game. When brands start racing to the bottom, nobody wins. Margins shrink, quality slips, and customers start to see your product as a commodity instead of something valuable.

Caroline’s idea worked because it was not about cheapening the brand. It was about being human for a moment. The price reduction was temporary, a gesture of goodwill that matched the mood of the times. Once the crisis passed, the brand could return to normal pricing with its reputation intact and its customers more loyal than ever.

Empathetic advertising is not about saying, “We are the cheapest.” It is about saying, “We see you. We understand. We care enough to do something that makes sense right now.”

Teri Garr and Martin Mull in Mr. Mom Tuna with a Heart scene

What I Have Learned About Pricing and Perception

Over the years, I have spent a lot of time in sales, marketing, and pricing strategy. I learned something interesting at the first company I owned. Sometimes, sales actually go up when you raise your prices.

It sounds backward, but here is why. People often associate price with value. When your product costs more, it signals confidence and quality. In healthy economies, that perception can drive stronger sales and better margins.

But when the economy sputters, like it is now, that same strategy can fall flat. People are not necessarily chasing the lowest price, they are chasing trust. They want to believe they are spending their limited dollars wisely. And trust, not price, is what fuels that decision.

That is why “Tuna with a Heart” still resonates. It was not about a permanent discount or clever slogan. It was about meeting people where they were.

Empathy, Meet AI

Fast forward forty years, and we have tools Caroline could only dream of, artificial intelligence, predictive analytics, and marketing automation that can personalize messages down to the individual.

But here is the trap, technology without empathy is just noise at scale.

The real magic happens when we use AI to listen better, to understand what people actually need, feel, and value. At autogro.ai, we believe the best campaigns blend human warmth with intelligent data. It is not AI versus authenticity. It is AI in service of authenticity.

Riding Out the Storm with Heart

We have all been through cycles like this, recessions, uncertainty, moments when it feels like the sky might fall again. But here is the thing, empathy never goes out of style.

Whether you are a marketer trying to steady your brand, a business owner launching something new, or just someone trying to make sense of it all, remember the tuna. Lead with heart, stay connected to your audience, and the loyalty you build now will outlast any storm.

Let’s Talk Strategy

If you are ready to bring a little heart and a lot of intelligence to your marketing, let’s chat.
Let autogro.ai give you a free 30 minute strategy session to discuss how we can help you launch a new business or boost your own.