Unrecipe with Bumble Bee Grows Product Awareness

Advertising, Contests, Digital Advertising, Promotions, Social Media
About This Project

Read our social media contest case study to learn how Fandom Marketing grew Instagram followers and harnessed millions of impressions for Bumble Bee Foods.

Bumble Bee® Seafoods aimed to grow their Instagram following and email list while promoting awareness of their Seasoned Tuna Pouch With Spoon. The solution; Fandom Marketing concepted a giveaway called #Unrecipe with Bumble Bee. The promotion tapped into creative product uses through profiling flavors with popular food pairings, like sun dried tomato with focaccia bread. It showed how easy it is to make a meal without a lot of effort – no recipe needed. The two-part giveaway consisted of photo entries from Instagram to engage new followers and a sweepstakes form to capture email addresses. Prizing tied into the same theme providing food prep kits and a year’s supply of tuna pouch.

The agency provided end-to-end support including strategy, copywriting, graphic design, web development, social media, advertising, and contest management. The social media contest lived on a landing page, and cohesive design elements appeared in places from the homepage, Facebook profile, Instagram, Pinterest, and Twitter as well as an email campaign.

The  social media contest garnered millions of impressions and thousands of entries over a record period. The brand’s Instagram following grew by 575%, the largest spike in history, with nearly all entrants converted to follow the brand. This growth along with thousands of visits driven to the website made for tremendous brand and product exposure.