Tuna Brand Takes a Nostalgic Spin with ‘Back Here’ Remix

Bumble Bee Seafoods Promotes Tuna Products with a 2000s Twist

Bumble Bee Seafoods is getting nostalgic with a modern twist. They are using BBMak's popular song from the early 2000s, "Back Here," to appeal to millennials and promote their tuna products as a trendy snack option. This creative marketing strategy aims to resonate with younger consumers and make tuna a go-to choice for a quick and delicious snack.

The song "Snack Meal, Baby" has been revamped and now has a music video ad featuring all three members of the original band: Mark Barry, Christian Burns, and Stephen McNally. The ad will be promoted on social media and connected TV through paid media.

After the initial 30-second video was released on May 20, more short videos will be shown in May and June. These videos will highlight the brand's traditional tuna products as well as new flavors like Applewood Smoke and Snack on the Run tuna salad kits.

Engaging Millennials with Nostalgic Boy-Band Hit

Bumble Bee Seafoods is aiming to connect with millennials through a fresh campaign that plays on nostalgia for the Y2K era. The company has remixed a classic boy-band hit as part of their strategy, following a trend of other brands using music to capture the interest of this sought-after demographic.

In collaboration with Socialdeviant, a new campaign has been launched that adds a fun twist to a well-known summer song from 2000. The video advertisement showcases all three band members in a '90s-inspired style with gentle lighting and coordinated dance moves. BBMak is currently on a tour in the U.S. as part of the nostalgic Pop 2000 tour, which also helps to keep the song popular and relevant.

In the Bumble Bee campaign, BBMak members express their love for tuna as a snack, highlighting Bumble Bee as a healthy snacking choice. This is in line with the trend of 88% of consumers snacking daily and 56% finding new snacks on social media, as reported by Mondelez International's State of Snacking study. The demand for nutritious snacks, particularly high-protein options, is on the rise. The market for packaged tuna is expected to grow to $13.8 billion by 2031, up from $8.9 billion in 2022.

Bumble Bee follows in the footsteps of other brands that have utilized boy bands in their marketing. In 2023, CSAA Insurance featured current and former boy band members in a campaign. Meow Mix, on the other hand, created their own feline boy band called the Tabby 5, dressed in denim.

Editor's P/S:

Bumble Bee Seafoods' clever marketing strategy to promote their tuna products has captured my attention. The use of BBMak's "Back Here" song adds a nostalgic element that is likely to resonate with millennials, the target audience for this campaign. This approach effectively taps into the trend of using music to connect with younger consumers.

This campaign also aligns with the growing demand for nutritious and protein-rich snacks, as highlighted by the Mondelez International study. By positioning Bumble Bee tuna as a healthy and convenient snack option, the company can cater to the dietary preferences of millennials, who are known for their health-conscious choices. The incorporation of new flavors, such as Applewood Smoke and Snack on the Run tuna salad kits, further expands Bumble Bee's product range and meets the diverse snacking needs of consumers.