bumble bee
The Ask:
Launch Bumble Bee Seafoods on TikTok with a clear tone of voice and brand position.
The Solution:
Established our brand position: Unapologetic Tuna Stans. People either love tuna or they hate it. We’re obsessed with it. We’re going to split the world in two by recruiting all the tuna lovers and soon-to-be tuna lovers by unleashing our obsessive, ride-or-die vibe.
All content, whether unique serialized concepts, influencer collabs, or trend pieces latter up to that overarching strategy that we are unapologetically obsessed with tuna.
Role: Art Director, TikTok star, Editor
Channels: TikTok
Agency: SOCIALDEVIANT
Series: 100 Days of Eating Tuna in Public
The idea started from a simple insight: people should feel proud of eating tuna. So, I created a repeatable series where we repeatedly sit in front of the camera eating a different tuna-based snack each time. Each video is short, simple, and unapologetic—just someone enjoying tuna in public.Influencer: Christy Carlson Romano
As a part of the brand campaign, ‘Millennial Kills,’ we partnered with millennial icon Christy Carlson Romano to create social content specifically based on the notion that millennials have killed sit-down meals. Enter Bumble Bee tuna, the perfect SMEAL (larger than a snack, smaller than a meal) solution for millennials who have gravitated away from eating full meals.
What did I do?
Developed unique activation tactics that lattered up to our overarching campaign while still feeling brand-right to Bumble Bee and authentic to Christy’s brand.Trend Content
We also tapped into TikTok trends—using popular sounds, formats, and effects to keep the content native and shareable.Unique Content
We paired trend-driven moments with unique one-off content inspired by authentic tuna-stan moments.