TV

Bumble Bee Seafoods | “Snack Meal Glow”

The Ask:
Get modern Millennial parents who embrace having a lot on their plate to Make Bumble Bee their go-to snack meal.

The Solution:
Getting directly competitive with other snack meals, and showing that we’re the World’s Best Snack Meal in a cool, ownable, and memorable way through the concept of “Your Snack Meal Can Be Better”

Role: Art Director
Channels: Instagram, TikTok
Agency: SOCIALDEVIANT

the results:

Drove Bumble Bee Seafoods’ most efficient CPM to-date of any campaigns since 2022 @ $11.35

Drove a 21.6% YoY increase in awareness within Bumble Bee Seafoods’ media market target audiences

Allowed Bumble Bee to maintain the top awareness levels (in media markets) among our competitors during Lent (the biggest season / drive period for the category)

but wait how did this

idea come to fruition?

I brought this idea to my creative partner:
What if the Bumble Bee tuna glowed the moment someone opened it?

Like, you pop the lid — and instead of dull snack energy, there’s this soft, unexpected glow. Not over-the-top, just enough to say: “Yep, this snack’s got something.”

Meanwhile, the other snacks? Totally dull. Beige. Boring. BLEH.

The glow becomes Bumble Bee’s flex — flavorful, surprising, and totally alive.
Because why settle for boring… when your snack could literally light up the room?

How it started:

Our OG script for reference:

SOCIALDEVIANT
ECD: Tony Rogers
Director: Kevin Hill
1st AD: Suzy Dufour
Producer: Tricia Scholl

Agency: SOCIALDEVIANT
Art Directors: Grace Landsberg + Lincoln Rogers

Director of Photography: Guillaume Le Melo
1st AC: Javier Castillo Ponce
Gaffer: Mike Cho
Grips: Jordan Penelle / Myself
Editor: Tom Jurgensen
Wardrobe: Arlene Matthews
HMU: Alba Iraola
Art & Food Styling: Johanna Lowe