San Diego, California-based Bumble Bee Seafoods has debuted a new advertising campaign designed to recruit the next generation of tuna lovers by dispelling category perceptions and inspiring new usage ideas.
“At Bumble Bee, we firmly believe that everyone deserves to eat well, no matter what. The idea of democratizing wellness is what inspired us to confront the reasons why younger generations often do not choose tuna today,” said Jeanine Lewis Canales, VP and head of marketing at Bumble Bee.
“Our research shows that this is often because younger generations don’t view tuna as versatile, nor fitted for their foodie aspirations. Sometimes they even forget how good tuna is for them. We set out to create a disruptive campaign that takes those challenges head on in a fun, engaging way.”
The “Good For You” campaign, developed by Bumble Bee’s advertising agency of record, The Many, was created in partnership with rising star director, Ashley Armitage, who has garnered worldwide attention for her quirky style and desire to push the boundaries of the expected. “Good For You” delivers impactful imagery and a progressive outlook that continues to propel Bumble Bee forward as a brand committed to defying category expectations. “Good For You” debuts today across connected TV, digital video, social and search.
In addition to the new “Good For You” advertising campaign, the brand has released new brand, product and sustainability news:
- A new brand essence based on the company belief that nutritious and sustainable food should be accessible to all. Refreshed packaging designs will roll out on store shelves throughout 2022.
- New product innovations including the evolution of the Bumble Bee Prime product line to include “Protein on the Run” snack kits and an expansion of the Bumble Bee Prime line of gourmet canned tuna and salmon products.
- A continued commitment to sustainability, including work to improve how the company sources, produces and packages its products. The company will release its annual Seafood Future sustainability and social responsibility progress report in June, including sharing updates on progress in the areas of sustainable fishing, safe and fair labor practices and improving the health of the oceans.
The new “Good For You” campaign and brand identity, coupled with additional product innovations coming throughout 2022, are important milestones on Bumble Bee’s continued brand evolution.
Bumble Bee’s full line of seafood and specialty protein products are marketed in the U.S., Canada and over 50 markets globally under leading brands including Bumble Bee, Anova, Brunswick, Clover Leaf, Snow’s, Wild Selections and Beach Cliff.
For more information about the company, visit thebumblebeecompany.com.