BUSH’S Beans
How do you help a 116-year-old bean company maintain relevance and expand their social reach?
With a lighthearted voice and quirky activations that bring on the legume love.
The WOrld’s Biggest Bean Dip
Every year, searches for “bean dip” skyrocket before the Super Bowl. So in 2020, we decided to do 7-layer fans
one better. Our 70-layer bean dip broke the Guinness World Record (sorry, Dwayne “The Rock” Johnson)
. . .and kind of broke the internet.
HERO VIDEO
The World’s Biggest Bean Dip received over 250 media mentions, 500M+ impressions, 428K+ video views,
broadcast syndication across 200+ networks, and pickup in top-tier outlets like Food & Wine, BroBible, MSN, and Fansided. (+ Killer takedowns from Vice, New York Post, and “Lights Out” on Comedy Central, which we took as a backhanded compliment). We even rebuilt the whole thing on the beach.
INSTAGRAM GRID
In addition to being ridiculously fun, this idea was a smart for the brand. After debuting The World’s Biggest Bean Dip, BUSH’S saw significant improvement in web traffic and SEO. Not to mention all ten 7-layer recipes in the dip featured a unique BUSH’S SKU fans could pin (and try) at home.
BRIAN’S FAMOUS CHILI
When BUSH’S asked us how we’d celebrate National Chili Day, we knew just the man for the job. In a matter of days, we convinced Brian Baumgartner (of The Office fame) to dish his side of Kevin’s infamous chili spill.
HERO VIDEO
Our not-quite-redemption video was covered in Ad Age, Delish, Today, Mashable, Yahoo and even got the seal of approval from a few co-stars. Not to mention 4.1 million unique video views in the first 24 hours…without a cent of paid.
GIPHY + INSTAGRAM STICKERS
But we didn’t stop there. We clapped back at fan-favorite chili spill gifs with our own set that reclaimed the narrative.
Jingle Beans holiday Giveaway
Our holiday giveaway cross-promoted BUSH’S partners and Duke’s new Instagram, grew follower count, and gave fans something to look forward to during the cans-mas season.
In-Feed SOCIAL
Roll that beautiful bean copy! I helped BUSH’S infuse their social content with humor and charisma. . .and the occasional #beanmeme.
STORIES
WEBSITE
I also wrote metadata and web copy that got clicks for recipes, product drop-downs, and other scrumptious stuff on bushbeans.com.
Just the right amount of spice, thanks to our slow-simmered sauce.
VIEW PRODUCT
Kidney and pinto beans go together in perfect harmony.
VIEW PRODUCT
Brown sugar and spice and Dijon — so nice.
VIEW RECIPE
Legendary chili cooks aren’t born. They’re made.
VIEW ARTICLE
Dip into something festive.
VIEW ARTICLE
Give your pasta salad some pizzazz. This fresh recipe starts with bow ties and gets even fancier.
Looking for a pulled pork recipe that skips the bun? Try pulled carnitas with pinto beans – one of many Southwestern dishes at BushBeans.com.
Spice up your skillet with this unconventional take on comfort food. View this recipe and other one-pan dinners at BushBeans.com.
Why not kick off Taco Tuesday early? Serve our Southwestern Style Pinto Beans sunny-side up with a wholesome combo of eggs and avocado.
Thanks to a little Instant Pot® magic, you won’t have to wait all day for this dish full of flavor. Tell the family it’ll only be 35 minutes.
Try making flavorful, tender greens in your Instant Pot. Get our Kale and Bean Sauté recipe at BushBeans.com.
Sports fans: it’s time to bring your A-game. Find recipes and hosting tips for your next football party at BushBeans.com.
Love pasta, but want to cut back on wheat? Beans can help you create satisfying substitutes. Discover low-carb swaps and other healthy tips at BushBeans.com.
Save time in the kitchen by meal prepping with friends. Read our tips for hosting a freezer meal swap party at BushBeans.com.
Freeze leftover soup for a satisfying meal you can thaw in minutes. Read on for more make-ahead meal tips at BushBeans.com.
The key to effortless meals? An Instant Pot! Check out our favorite techniques and recipes on BushBeans.com.
And to keep the recipe inspiration flowing, I wrote search-optimized copy for BUSH’S boards and rich pins.
. . .Plus quarterly emails with recipe inspiration, hosting tips, and giveaways.
EDELMAN TEAM
Creative Direction — Scott Serilla + Adam Kitzmann
Art Direction / Illustration — David Sookochoff + Sarah Neil
Account — Natalia Welch + Jordan Conrad + Kate Boonstra + Roma Real
Content Creation — Marty Nix + Kevin Ryan
Production — Lisa Wunsch + Christina O’Rourke