What if?

After five years of uncertainty, six months without their longtime CEO, a tired and dated brand and challenged sales in their core business, could Bumble Bee chart a new course?

Results

We started by bringing their executive leadership team together to define the challenge. Together, with the challenge defined, we created an internal belief that this was a challenge worth solving. After 12 months of working closely together, the Bumble Bee executive team were rigorously following a turnaround growth strategy, had an engaged team firing on all cylinders and delivered their first growth year of revenue (and first profitable year) in over five years. Guided by a clear strategy, they had a plan to release refreshed product brands into the market along with new products to support their new position as well as an acquisition strategy to drive growth and relevance. And they recommitted to a clear sustainability strategy to demonstrate their commitment above and beyond profits.

“They helped us to navigate through a very complex set of strategic challenges. They helped guide us to a clear and compelling growth path forward at an extremely challenging time. They operated as an objective contrarian and caring member of our turnaround team.”

—Todd Putman, Chief Growth Officer

Visit The Bumble Bee Seafood Company →

What I did:

• Executive team alignment 

• Team facilitation and alignment

• Vision formation

• Strategy development

• Consumer research design and analysis 

• Brand platform development

• Creative direction

• Brand architecture strategy 

• Product naming 

Partners:

• Design / Brett Jorgensen

• People and Culture / Mark Tomaszewicz

• Work done at Bulldog Drummond