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.
Our Solution: 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?
ECD: Sean Crane & Rob Perillo | Art Director: Mischa Retman & Neil Maclean | Copywriter: Tim Glebocki