Challenge: Like their competitors in the canned tuna market, Bumble Bee sells both chunk light and albacore tuna. Solid White Albacore, however, has significantly higher margins than the lower quality Chunk Light Tuna. Unlike its competitors, Bumble Bee mostly sells Albacore.
Solution: Our solution was to cannibalize chunk light tuna sales in order to grow Albacore sales. And what better way than to show the difference with a visual comparison you can practically smell.