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
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