bumble bee

the story

The tuna category has been in decline for 36 years - largely in part to minimal (or no) Millennial adoption. In order to break through with this audience, we needed to tap into their existing behaviors. Specifically, by championing the Snack Meal, a way of eating that defines the generation. 

To bring this to life in the creative, we focused on how Millennial behaviors have impacted culture, phasing out everyday things like phone books, Cable TV and now traditional meals…but in turn, giving life to the Snack Meal. Enter Bumble Bee, the World’s Best Snack Meal solution.

Using Unreal Engine®, a 3D computer graphics game engine typically used in major film productions, we were able to place our talent in hyper-realistic virtual environments in real time, at a fraction of the cost of an on-location shoot. The creative launched on Connected TV, Digital and Social platforms, and within just a few months, contributed to a 19% increase in consideration and 102% growth in purchase intent YoY. 

the output

Integrated Strategy

Creative Ideation

Virtual Production (Unreal Engine®)

Animation

Social Content