Dive Temporary:
- Bumble Bee Seafoods is throwing it again to the early 2000s by placing a spin on a well-liked music from the period, BBMak’s “Again Right here,” to advertise its tuna merchandise to millennials as a go-to snack, in keeping with data shared with Advertising and marketing Dive.
- The music has been remodeled into “Snack Meal, Child,” with a music-video impressed advert spot that includes all three unique band members: Mark Barry, Christian Burns and Stephen McNally. Paid media will span social media and linked TV.
- Following the discharge of a 30-second video on Could 20, extra vignettes are set to run all through Could and June. The spot showcases the model’s traditional tuna merchandise, new flavors like Applewood Smoke and Snack on the Run tuna salad kits.
Dive Perception:
Bumble Bee Seafoods is hoping to interact millennials with a brand new marketing campaign that faucets into nostalgia for the Y2K period with a remix of a traditional boy-band hit, reflecting comparable strikes by different manufacturers to leverage music as solution to seize the eye of this coveted cohort.
Created in partnership with Socialdeviant, the marketing campaign places a tuna-fueled twist on a well-liked summer time music from 2000. The video advert options all three members of the band and was shot in a ‘90s type that features comfortable lighting and synchronized dancing. BBMak is at present touring within the U.S. on the nostalgia-fueled Pop 2000 tour, additional serving to to help the music’s relevance.
In Bumble Bee’s marketing campaign, the BBMak members lament the present state of snacking, singing about how they actually crave tuna. The advert positions Bumble Bee as a wholesome snacking choice at a time when 88% of customers eat snacks every day and 56% uncover new snacks on social media, in keeping with Mondelez Worldwide’s newest State of Snacking report. Moreover, the demand for high-protein and wholesome snack alternate options continues to rise. Packaged tuna is experiencing its personal interval of development, with the market anticipated to succeed in $13.8 billion by 2031, up considerably from its 2022 worth of $8.9 billion.
Bumble Bee just isn’t the primary model to embrace boy bands. In 2023, CSAA Insurance coverage assembled a number of present and former boy band members for a marketing campaign, whereas Meow Combine took a barely completely different strategy by forming their very own boy band, the Tabby 5, made out of cats clad in denim.
