Bumble Bee Foods needed to launch a new product line without cannibalizing 10+ existing SKUs. Xnurta and CA Fortune combined AI-powered optimization and AMC audience intelligence to grow incrementally.
Bumble Bee Foods was launching Snackers, a new line of single-serve flavored tuna designed to reach younger, on-the-go consumers. The opportunity was real, but so was the risk: Snackers would sit alongside 10+ existing Bumble Bee product lines on the digital shelf. Every dollar of Snackers revenue that came from a shopper who would have bought another Bumble Bee SKU wasn't growth. It was redistribution.
That made cannibalization the defining challenge of the launch, and it was unsolvable by either partner alone. Creative strategy without measurement couldn't prove the new product was pulling genuinely new buyers. Measurement without a sharply differentiated product had nothing to isolate. Solving both required CA Fortune's CPG retail and creative expertise alongside Xnurta's AI-powered optimization and AMC-based measurement, running as a single integrated system rather than handed off sequentially.
Revenue growth above goal over 9 months
TACOS achieved vs. a sub-10% target
Sponsored Ads CVR
CA Fortune's pre-launch visibility into Bumble Bee's full catalog shaped the entire keyword architecture from day one. By identifying browse terms and use cases, including single-serve and on-the-go snacking, that no existing Bumble Bee product owned, the team ensured Snackers captured net-new shelf real estate rather than overlapping with established lines. This prevented cannibalization structurally, before a single ad dollar was spent.
Xnurta deployed AI-powered Sponsored Ads optimization across 11 AI action spaces, continuously adjusting bids and budgets around the clock. Full-funnel activation spanned Sponsored Products, Sponsored Brands, and Sponsored Display for high-intent conversion, with Amazon DSP and Prime Video extending reach to awareness-stage audiences. Amazon Marketing Stream provided real-time signal ingestion that kept optimization continuous rather than reactive.
Every placement was evaluated against new-to-brand acquisition and repeat purchase signals before budget was committed. An incrementality mandate governed all media decision-making throughout the campaign.
Xnurta's AMC Cross-Product Association model identified which existing Bumble Bee buyers were high-probability Snackers converters and which to avoid entirely. From that data, the team built AMC custom audiences including lookalike buyers, back-to-school shoppers, and younger consumers reached via connected household Prime accounts.
The same AMC infrastructure that powered targeting also provided the measurement. Cross-product Association modeling confirmed throughout the campaign that Snackers buyers were adding to baskets, not substituting from Bumble Bee's core lines. AMC signals fed CA Fortune's creative and targeting decisions; campaign performance fed back into Xnurta's optimization engine. A continuous loop, not a handoff.
Xnurta's AMC Cross-product Association modeling confirmed zero cannibalization throughout the campaign. Snackers buyers were adding to baskets, not pulling spend away from Bumble Bee's existing lines. Within six months of launch, Snackers became a top-10 best-selling tuna ASIN on Amazon and was declared Bumble Bee's most successful product introduction to date. The campaign established a repeatable incrementality-first launch playbook for CPG brands managing multi-SKU catalogs where protecting existing revenue is as important as growing new.
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