CAMPAIGN OVERVIEW:
Transform Bumble Bee into the "World’s Best Snack Meal" for Gen Z and Millennials, a group currently disengaged with the tuna category.
INSIGHT: Get to consumers while they are in college and it will stick with them through life.
BIG IDEA: Fuel Your Future
TAGLINE: Great Minds Think of Tuna
STRATEGY: Reposition Bumble Bee as the go-to snack-meal for Gen Z and Millennial students—targeting college students across lifestyles: commuters balancing work and school, high achievers, and student-athletes.
We embed Bumble Bee into daily student life through three pillars: convenience (in-store meal kits with ready-to-make ingredients; on-campus vending machines; Farmer's Fridge partnerships for tuna-based meals in high-traffic campus spots), visibility (staircase ads, commuter-facing transit media), and accessibility (sponsored transit passes that follow students through their daily movement).
The result: Bumble Bee becomes a natural, everyday part of student routines—not just a pantry staple they overlook.
