February 24, 2020

The Drum: Bush’s Beans: Now That’s Good by Curiosity

The first campaign for Bush's Snacks includes bean chips and dips with flavors ranging from sour cream and onion to chili-lime.

BUSH’S® Beans, the family-owned company best known for bringing tasty and healthy options to the American dinner table since 1908, hired agency Curiosity to create an integrated campaign introducing a new consumer product line, BUSH’S Bean Snacks.

BUSH’S Bean Snacks are carefully crafted with beans, naturally seasoned with a variety of flavors.

The strategy behind the 'Now That’s Good' campaign was to boldly showcase that beans have never tasted better.

The campaign includes a 15-second spot, two six-second spots, digital, social, print, and trade show support. Digital and social media content included uniquely-designed connections to culturally-relevant events.

The spots were shot in Los Angeles with production partner Sugarhi. The campaign runs in key markets now through March.

A social element features 'spokes-dog' Duke.

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