SEALECT, Thailand's top-selling canned tuna brand under Thai Union Group Public Company Limited, has announced a special collaboration with Butterbear, the beloved mass-market character, and unveiled 'Nong Noey' as a Friend of SEALECT under the campaign 'Fit for All, Cute for All, the smart protein Nong Noey loves'. This marks another important step in the Smart Protein for All strategy, harnessing the power of Character Collaboration and Fandom Marketing to expand its consumer base. In 2026, SEALECT aims to drive both sales and consumer penetration up by 13%, and is investing more than 10 million baht in marketing to build reach and engagement with target audiences nationwide. The campaign also comes with a commercial film and special collection products, with response from the mommy community generating more than 500,000 organic engagements for the brand ahead of the campaign's official launch. Ms. Nattavee Vachirataweephat, General Manager overseeing Emerging Markets at Thai Union Group Public Company Limited, said SEALECT aims to elevate tuna as a smart protein that is delicious, easy to access, and suited to every lifestyle, with high-quality protein from the sea rich in DHA, omega-3 fatty acids, and vitamin B12.
Thai Union Group PCLSEALECT, Thai Union's canned tuna brand, launches Butterbear collaboration campaign targeting 13% sales and consumer penetration growth in 2026.