We made the world rethink tuna by championing those who love it.

Bumble Bee Tuna Desktop Header Image

Bumble Bee Tuna Desktop Header Image

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We took the success of Yes! Bumble Bee! & kicked it up a notch with Good For You. The new integrated campaign for Bumble Bee bridges the generational gap by showing up in unexpected ways and changing the way we see canned tuna.

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We made it our mission to not only give Bumble Bee a fresh new voice, but also raise the category as a whole by positioning canned tuna as an elevated and versatile food.

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Tuna is a vibe. And so are you. Good For You.

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In 2020, we got people to say Yes! Bumble Bee! in their first brand campaign in years.

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The breakthrough campaign featured Bumble Bee showing up in unexpected places. This got the world to rethink canned tuna and made Bumble Bee one of YouGov.com’s “Most Improved U.S. Brands for 2021,” a ranking based on brand health data.

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With a proud brand voice and a surprising approach to showing up in the world, we moved a 120-year-old, shelf-stable seafood brand from back-of-pantry to top-of-mind.

We sent influencers custom packaging to create the most unexpected reveal of all unboxing videos. Each box was inspired by a different Bumble Bee benefit, but all of them touted our tuna’s greatness.

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White influencer box with cans and cards

What Fuels You Influencer box

Green Summit Box

Burger Influence Box

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