• by OMMA Editors , September 12, 2021

Bumble Bee targeted its first-ever brand campaign on millennials who may not have had the product front of mind. Partnering with food publishers like Foodbeast, it featured recipe videos that would appeal to younger millennials—i.e., for Tuna Salad Bagels, La Tuna Dogs and Tuna-tini Crostini. Foodbeast extended the campaign’s reach beyond the videos themselves. The program delivered a 4.7x lift in consideration in campaign markets vs. non-markets, a 1.7% ER, 15 million total impressions and 5.6 million total video views for the Foodbeast program.