Bumble Bee Foods wants people to consider buying shelf-stable tuna fish for reasons they probably never would have imagined.

A new campaign leverages “unexpected creative that shows tuna in a unique light that hasn’t been done in the past within this category,” according to Dan Hofmeister, senior vice president of brand marketing for Bumble Bee.

The unexpected is on full display in a 30-second spot titled “What Fuels You?”

It opens with a sweaty young woman in gym garb performing a variety of strenuous workouts. “When you have nothing left, what fuels you?” the voiceover asks. “Your pride? Your pain?”

At the point in the commercial, where viewers might expect to see an energy drink appear, the woman gazes at a pouch of Bumble Bee lemon- and pepper-flavored tuna.


Read more at MediaPost: https://www.mediapost.com/publications/article/355402/a-repositioned-bumble-bee-reimagines-shelf-stable.html