Bumble Bee targets younger consumers with new marketing campaign

A still shot from Bumble Bee's new "Good For You" advertising campaign.

Bumble Bee Seafoods is debuting a “Good For You” advertising campaign designed to “recruit the next generation of tuna lovers by dispelling category perceptions and inspiring new usage ideas,” the San Diego, California, U.S.A.-based company said in a press release.

The company’s new campaign “offers a simple, memorable expression of not only the culinary and nutrition story behind tuna, but also an acknowledgement of the amazing authenticity behind the people who love what tuna does for them.”

“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,” Bumble Bee Vice President and Head of Marketing Jeanine Lewis Canales said.

The company’s research shows the reasons consumers aren’t eating more tuna “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,” Lewis Canales said. “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, will run across connected TV, digital video, social, and search. It was created in partnership with film director Ashley Armitage, “who has garnered worldwide attention for her quirky style and desire to push the boundaries of the expected,” Bumble Bee said. The campaign “delivers impactful imagery and a progressive outlook that continues to propel Bumble Bee forward as a brand committed to defying category expectations.”

In another effort to reach younger demographics who are interested in affordability, convenience, and health, Bumble Bee rolled out several new products late last year.

The Bumble Bee Prime Protein on the Run snack-kits are designed for a portable lunch or snack on-the-go or at home, the supplier said in a press release. Each kit includes a 2.7-ounce can of tuna with an easy-peel lid, Partners artisanal crackers, a utensil, and a sweet caramel treat in a pop-open, easily recyclable box. Flavors include Zesty Lemon, Black Pepper, and Mild Jalapeno. The kits, which retail for a suggested USD 2.99 (EUR 2.75) each, are available at most U.S. grocery chains, including Albertsons, Hannaford, Southeastern Grocers, and Publix.

Bumble Bee also added a new Prime Solid White Albacore in Olive Oil in its Prime line, which “combines the benefits of albacore with the goodness of olive oil,” Bumble Bee said.

"We believe that everyone deserves to eat well – no matter what. That’s why we’re selling the Bumble Bee Prime line at mainstream retailers at an affordable price,” Bumble Bee Senior Vice President of Brand Marketing Dan Hofmeister told SeafoodSource last November.

While Bumble Bee has been impacted by the same inflationary pressures that have challenged the entire food and beverage sector, Hofmeister said the company has been able to control costs.

“Fortunately, our category scale, diversified supply matrix, and integration with our new ownership, FCF Co. Ltd. – a global leader in seafood sourcing – has enabled us to retain our exceptional value-proposition despite rising costs,” Hofmeister said. “Even in times such of these, we are confident our canned and pouch tuna products will continue to be among the most affordable proteins on the planet.”

Additionally, Bumble Bee has transformed its packaging in recent months, upgrading the looks of its Prime line of gourmet canned tuna and salmon products, which also retail for USD 2.99 each.

Simultaneously, it has increased its sustainable sourcing and packaging initiatives. On 4 April, Bumble Bee became the first shelf-stable seafood brand to change its multipack can product packaging from shrink wrap to readily recyclable paperboard cartons. The change will apply to all multipacks produced by Bumble Bee – 23 SKUs that include 4-can, 6-can, 8-can, 10-can, and 12-can packages.

The paperboard is made from 100 percent recycled material, with a minimum of 35 percent post-consumer content and is certified by the Forest Stewardship Council.

“That means that the multipack can product packaging is fully recyclable – both the box exterior and the cans inside,” Bumble Bee said.

Bumble Bee estimates it will eliminate 23 million pieces of plastic waste per year by switching its multipack can product packaging from shrink wrap to readily recyclable paperboard cartons.

“We recognize that the ocean provides food for more than three billion people annually. To keep feeding people through the power of the ocean, we need to also protect and nurture our ocean,” Bumble Bee President and CEO Jan Tharp said. “We know that the packaging we use on our products can play a role in that. Changing our multi-pack packaging to be readily recyclable will help us continue to meet our commitment to keeping plastic out of landfills and out of the ocean.”

The change from shrink wrap to paperboard will move the brand from 96 percent to 98 percent readily recyclable packaging, surpassing its “Seafood Future” timeline goal by three years, Bumble Bee said.

Photo courtesy of Bumble Bee Seafoods


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