SEALECT, the tuna brand under Thai Union Group, or TU, has launched the campaign "Fit for All, Cute for All: Smart Protein That Nong Neuy Loves" together with Butterbear, and has appointed Nong Neuy as a Friend of SEALECT to expand its consumer base and build awareness of quality protein from the sea. The partnership is part of the Smart Protein for All strategy, which uses Character Collaboration and Fandom Marketing concepts. In 2026, SEALECT aims to drive both sales and consumer penetration up by 13%, with a marketing budget of more than 10 million baht. Under the campaign, the company is also launching a commercial film, special collection products, and communications through creator content as well as the Butterbear fan community. Buzz ahead of the official campaign launch generated more than 500,000 organic engagements. Natthanan Wachirathaweephat, General Manager for Emerging Market Management at Thai Union Group Public Company Limited, said SEALECT wants to elevate tuna into an easy-to-access smart protein that fits every lifestyle, highlighting its high-quality protein as well as key nutrients such as DHA, omega-3 fatty acids, and vitamin B12. Products in the SEALECT Tuna x Butterbear Limited Edition campaign include tuna steak with 28 to 30 grams of protein per can, SEALECT Tuna Spread with crackers in yuzu orange flavor, and a premium set, sold exclusively at 7-Eleven for 42 baht. There is also a Big Pack Limited Edition SEALECT x Butterbear, produced in a limited run of 30,000 sets and sold exclusively at Makro and Lotus for 599 baht, along with an activity offering the SEALECT x Butterbear Italian Silk Scarf in three designs for those who buy participating products worth a total of 999 baht. On the marketing side, SEALECT and Butterbear will hold "Meet & Cute with Nong Neuy" on November 9, 2026 at Sphere Gallery, EmSphere shopping center, with consumers able to enter for a chance to join through purchase-accumulation activities and a favorite-review activity from now until October 31, 2026. SEALECT Smart Protein x Butterbear products are now on sale through department stores, supermarkets, and online platforms nationwide.
Thai Union Group PCLSEALECT (Thai Union's tuna brand) launches Butterbear campaign targeting 13% sales and consumer-penetration growth with new limited-edition products.
CP Axtra Public Company Limited
Seven & I Holdings Co., Ltd.