Bumble Bee, Purveyor of Canned Tuna, Chooses The Many as AOR

By Minda Smiley Comment

Here’s a little bit of new biz news from Los Angeles: The Many has been named lead integrated agency of record for Bumble Bee, one of the “big three” canned tuna brands.

The agency has agreed to be paid entirely in canned tuna (kidding).

Y&R (now VMLY&R) previously worked on the account. The Many will handle creative, strategy and media efforts for the brand, which could likely use a boost considering millennials are purportedly “killing” canned tuna. It doesn’t help that Bumble Bee filed for bankruptcy last year after getting caught up in a price-fixing scandal with its fellow “big three” counterparts, StarKist and Chicken of the Sea.

The agency shakeup is part of Bumble Bee’s “ongoing transformation to modernize the iconic American brand and bolsters its people-first mission to support employees and communities during and beyond the Covid-19 pandemic.” According to The Many, it started working with Bumble Bee before the pandemic hit.

In addition to campaign work, The Many will help Bumble Bee expand its corporate programs focused on community engagement and philanthropy. The brand recently donated to Feeding America in support of Covid-19 relief efforts.

“The Many is known for challenging norms and inventing untraditional ways of working, and that’s exactly what you need when it’s time to push up against convention,” Todd Putman, evp and chief growth officer at Bumble Bee, said in a statement. “This partnership will allow us to push boundaries creatively, find innovative ways to connect with consumers and build our corporate initiatives to support the communities in which we operate.”

The Many cut a good chunk of its staff earlier this year due to the business impact of coronavirus. A total of 15 people were let go and pay cuts were implemented across the agency.

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