San Diego, California, U.S.A.-based Bumble Bee Seafoods is targeting millennials this holiday season by rolling out two new marketing initiatives that primarily focus on Americans’ growing interest in snacking.
Bumble Bee recently teamed up with actress Christy Carlson Romano, who is best known for her roles in such TV shows as “Kim Possible” and “Even Stevens,” both of which came out in the early 2000s. Now, Carlson Romano runs a popular YouTube channel and hosts a podcast, among other ventures, which present avenues for her to “inspire consumers to grab Bumble Bee for an easy ‘Eat BEEfore You Eat’ snack meal this holiday season,” the company stated.
Specifically, Carlson Romano is helping reach younger consumers with Bumble Bee’s message that its tuna products are an affordable, nutritious, convenient, and delicious protein source.
“I know that for my family, the days leading up to big holiday celebrations are filled with errands, to-do lists, and a lot of time in the kitchen preparing for big meals,” Carlson Romano said. “That’s where Bumble Bee can come in handy. My kids and I love grabbing a tuna pouch or kit on our way out the door.”
Besides the partnership with Carlson Romano, Bumble Bee has launched another initiative aimed at boosting sales and brand recognition during the holiday season by releasing its new “Tuna Lovers’ Advent Calendar.”
“Tuna sales usually slump during the holiday season, but we’re trying to change that trend by showing how tuna makes a great snack meal before the main meal,” Bumble Bee Brand Marketing Director Jeremy Zavoral said.
Filled with a variety of Bumble Bee tuna pouches in a variety of flavors, such as lemon pepper, applewood smoked, and jalapeño, the advent calendar, which is shaped like a tuna, makes for a “fun and festive holiday display” for a coffee table, office break room, or under the tree, the company stated.
Bumble Bee produced a limited quantity of the 12-day advent calendars, which retail for USD 29.99 each, plus shipping.
Both of these initiatives align with moves made by other seafood companies, such as StarKist and Acme Smoked Fish, that aim to capitalize on growing snacking trends across the U.S.
According to data from research firm Circana, healthful snacking is on the rise in the U.S., as 49 percent of consumers enjoy three or more snacks per day and 57 percent of consumers seek high-protein snacks.
Bumble Bee’s long line of ready-to-eat tuna products ideally fit those trends, according to Bumble Bee, which stated that they are an excellent source of high-quality protein for snacking.
Additionally, the U.S. Department of Agriculture’s 2020-2025 Dietary Guidelines for Americans recommend two servings of seafood per week because seafood provides healthy omega-3 fatty acids, high-quality protein, and essential vitamins and minerals.
“Nearly 90 percent of Americans do not meet this recommendation,” Bumble Bee stated. “Packaged tuna is an accessible, affordable, and convenient option to increase your seafood intake.”
Bumble Bee’s holiday season initiatives this year continue the momentum the company has generated by consistently releasing new snack-focused items over the past 18 months, including a ranch flavor addition to its “Snack on the Run!” kits and three new flavors – applewood smoke, teriyaki, and Mediterranean herbs and spices – to its growing line of wild-caught tuna pouches.
“Our ready-to-eat pouches, kits, bowls, and cans in a variety of flavors make things easy,” Bumble Bee Brand Marketing Director Dana Kowal said. “They’re great for those in between snack meal moments and to hold you over before the big holiday feasts.”
Photo courtesy of Bumble Bee
