The challenge was to create a brand campaign that raised the perception of the category and helped bridge the tuna generation gap. To do that we created messaging that celebrated individuality with a simple compliment, and also spoke to the inherent health benefits of tuna, “Good for you.” We crafted unique tuna dishes that were authentic to the target audiences and visually paired them with the campaign’s set of unique tuna-loving characters. This created a vast series of content that could be targeted to various interests and passions of younger, future Bumble Bee Tuna fans.
Creative Direction while at The Many