Bush’s Bean Snacks
Bet you didn’t know Bush’s made bean snacks too, huh? Well, that’s probably because this delicious foray from dinner to snack table launched during the height of the COVID-19 pandemic and our already slim budget was slashed multiple times throughout the project, leaving us with the money for just a few launch assets. Regardless, we made some pretty cool, visually appetizing work.
NOW THAT’S GOOD
The strategy for this project started as “convince active millennials that Bush’s Bean Chips and Bush’s Bean Dip are as good as they are healthy.” After months of concepting coupled with the glorious metric that makes every project better (testing, of course), we found that people already considered bean snacks to be healthy. This was when the strategy changed to “forget anything health-related, just convince people that these will make their taste buds weep tears of joy” (hence the tagline). With this in mind, we created a campaign you could feast your eyes on.
:15 TV & :06 Pre-Roll
Since we had such a small production budget, we used our hero :15 commercial shoot to capture a ton of extra footage and high quality photography, from which we cut two :06 pre-roll ads. This content also proved useful for making mouthwatering social and banner assets, as you’ll see below.
SOCIAL
We created culturally relevant, snackable content to suggest which event watching Bush’s Bean Snacks pair best with.
DIGITAL
In addition to banners that spoke to how delicious Bush’s Bean Snacks are, we made some digital banners to promote them as solid Super Bowl and March Madness snacking options.
CD: Lee Taylor
AD: David Rish