Bumble Bee Seafoods Launches First Brand Marketing Campaign Since 1987.
- "It's Gotta Be Bumble Bee" Theme Designed to Enhance Brand Equity -
Bumble Bee Seafoods, the nation's leading manufacturer of solid white tuna, today announced that it will launch a new $8 million national brand marketing campaign this spring. The campaign, Bumble Bee's first since 1987, will highlight the company's improved flagship albacore tuna product, and will include advertising, new product packaging and promotions.
"It's Gotta Be Bumble Bee" is the umbrella theme for the campaign, which comes at a critical time for the tuna category. Recent category dynamics have encouraged the tuna consumer to shop primarily based on price, with fewer equity-based reasons to choose one brand over another. However, a technological breakthrough in Bumble Bee's packing process has given it a significant advantage in the quality of its solid white albacore product versus the competition, which will be a focal point of the marketing campaign. In fact, a recent nationwide survey of overall quality indicates that consumers prefer Bumble Bee solid white albacore almost two-to-one over its major competitor's product.
Mark Koob, President of Bumble Bee Seafoods, said: "For more than one hundred years, Bumble Bee has been one of the best-known food brands in America, and our products are used and trusted by millions of consumers. Nevertheless, very little has been done in recent years to maximize the brand's potential in the marketplace. Our new marketing campaign is designed to leverage Bumble Bee's superior brand equity and product in order to enhance its leadership position in the tuna segment."
The campaign will be launched with teaser bus-shelter and subway cards in New York City in late April. Full rollout will take place shortly thereafter, with television spots in New York, Boston, Miami, Hartford and Philadelphia, followed by print and radio advertising in those markets.
Gary Meads, Senior Vice President of the Phillips-Ramsey advertising agency, which created the campaign, said: "We came up with the idea for this campaign when we tried to link the benefits that the improved albacore product provides with Bumble Bee's unique name. The 'It's Gotta Be Bumble Bee' theme highlights product-based benefits such as 'Bee Better' and 'Bee Healthy," as well as more emotional benefits like 'Bee Loved' and 'Bee a Mom.'"
Additional elements of the marketing campaign include:
- a contemporary musical version of the famous "Yum Yum Bumble Bee"
jingle, as well as a New York City version of the commercial
featuring Bill "The Big Tuna" Parcells, head coach of the New
- redesigned, easier-to-read labels;
- consumer promotions nationwide; and
- a quarterly in-store magazine, "The Latest Buzzz," which will
offer numerous tuna and salmon recipes, as well as timely health
news and fun activities for kids.
C. Dean Metropoulos, Chairman and Chief Executive Officer of International Home Foods, Inc. (NYSE: IHF), parent company of Bumble Bee Seafoods, said: "Bumble Bee is already the nation's leading brand of solid white albacore tuna, and we expect that its refocus on marketing and promotional efforts will further boost consumer usage. When we acquired Bumble Bee in 1997, we saw the potential to build upon the brand's tremendous equity with today's health-conscious consumer. The improved albacore product and the 'Gotta Be Bumble Bee' campaign are two major steps in that direction."
Headquartered in San Diego, Bumble Bee is also the nation's leading brand of pink and red salmon. The company has been producing superior-quality seafood since 1893.
International Home Foods is a nationally prominent manufacturer, distributor and marketer of food products. In addition to Bumble Bee, its significant established brands include Chef Boyardee(R) prepared foods, PAM(R) cooking spray, Polaner(R) fruit spreads and spices, Gulden's(R) mustard, Crunch 'n Munch(R) glazed popcorn, Campfire(R) marshmallows and crisped rice bars, Ro*tel(R) tomatoes with green chilies, Dennison's(R) chili, and Ranch Style(R) and Luck's(R) beans. -0-
Note to Editors: In the product name "Ro*tel" mentioned in this news release, there is an asterisk between "Ro" and "tel." This symbol may not appear properly in some systems.
CONTACT: John Stiker
Bumble Bee Seafoods
Kekst and Company
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|Date:||Apr 28, 1998|
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