Snack Meal Baby

the story

How do you make tuna cool again? You call BBMAK.

The tuna category has been in steady decline for over 36 years – thanks in large part to minimal adoption from Millennials – they just weren’t biting. To win with this generation, we stopped trying to change their habits, and instead leaned into them. Specifically, their love of Snack Meals.

We declared Bumble Bee the World’s Best Snack Meal and launched a brand platform that redefined how tuna could fit into modern eating. Early momentum was promising – now it was time to double down.

To drive deeper relevance, we turned to a Millennial-nostalgic powerhouse: BBMAK. The UK boy band behind “Back Here” – that song Millennials couldn’t get out of their head as it played on every pop radio station in the summer of 2000.

We brought the trio back, but with a twist. This time around, they weren’t singing about lost love – they were craving something else entirely: tuna.

In our remixed version, “Snack Meal Baby,” BBMAK ditched their old, sad snacks in favor of high-quality, great-tasting Bumble Bee tuna. We created a music video campaign that was both tongue-in-cheek and unforgettable.

We debuted this campaign across ConnectedTV, YouTube, Meta and TikTok, supported by shorter video vignettes and custom social content that kept the Snack Meal conversation going.

The campaign brought new energy to an old category and reminded Millennials everywhere that tuna isn’t just back…
it never left.