“Snack Meal Baby” with BBMak
Brief: Convert millennials into Bumble Bee “Tuna Stans,” while educating them on the concept of a “snack meal” (a filling, nutritious meal eaten between normal mealtimes). Also, revitalize Bumble Bee’s classic jingle for a modern audience.
Our solution: Capitalize on millennials’ hunger for nostalgia by partnering with yesteryear’s dreamiest British boy band, BBMak (“the BB stands for Bumble Bee”). It started with me rewriting their biggest hit “Back Here” with a tuna spin, recording it myself, convincing my team that this was in any way acceptable to present to the client (took some pushing), and then enduring the humiliation of presenting it not only to the client, but to the literal band. Success.
:30 Hero Spot (CCTV + Social)
The full song is a minute, but for our main spot, we shot a music video for the 30-second edit, then went out afterward and made them take shots of Malört with us.
:60 Social
Before the shoot, we had a full day in the recording studio with the band (my inner tween was SCREAMING), and we captured BTS footage to mix with the music video for a full-length social video.
Earned Media
We ended up getting a lot of earned coverage, which was wonderful. Plenty of news pieces and social chatter, but my personal favorite moment was getting absolutely roasted* on my cousin’s favorite podcast, “Who Weekly.” (wtf with the age-shaming though, ugh)
We also landed Adweek, People, and a bunch of other publications, with some great reach numbers:
