Bumble Bee rolls out documentary-style webisodes

Bumble Bee Foods has launched an interactive web content featuring top-ranked U.S. men’s tennis player Mardy Fish and special appearances that include celebrity chef Scott Leibfried.

Over the next year, Bumble Bee will roll out a series of documentary-style webisodes, articles and other content that chronicle Fish’s journey to the U.S. Open and build on the brand’s signature program, BeeWell for Life. Bumble Bee announced its partnership with Fish last August.

Originally launched in 2008, BeeWell for Life is an interactive program that inspires people to exercise, be active and eat healthier using the website www.beewellforlife.com. The Mardy Fish content series will reinforce the goals of BeeWell for Life with inspirational stories, tips and motivational messages to help consumers lead healthy, nutritious and active lifestyles.

The first webisode serves as an introduction to Fish, who has been recognized for his remarkable resurgence on the tennis court after making significant changes to his diet and fitness regime. The monthly webisodes will follow Fish on his journey to the U.S. Open and have seasonal focused topics. The webisodes will also feature Leibfried, who will share recipes, and Bumble Bee’s BeeWell for Life registered dieticians, Stephanie Clarke and Willow Jarosh, who will provide tips for consumers to make small changes at home to promote wellness.

“By giving people a firsthand look at Mardy on the court, at home and at play, coupled with Scott’s expertise creating easy, affordable and nutritious meals, we hope to help show people how they too can implement and lead a more healthful, balanced life,” said Dave Melbourne, senior VP consumer marketing for Bumble Bee. “This lifestyle-focused partnership — a departure from Bumble Bee’s traditional brand marketing — includes custom exclusive content aligned with Bumble Bee's overall brand messages to provide real, affordable meal and energy balance solutions for consumers to live a healthful lifestyle.”


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