How can a nearly 100-year-old iconic brand known for goodness introduce an innovative product line in the most memorable way?
Bush’s Beans, the family-owned company best known for bringing tasty and healthy options to the American dinner table since 1908, hired Curiosity to introduce a new consumer product line, Bush’s Bean Snacks, featuring bean chips and dips. The integrated campaign with the tagline “Now That’s Good” features broadcast, digital placement, social media management, and trade show support.
Bush’s is widely recognized for offering consumers delicious, high-quality products focusing on great flavors powered by their star ingredient, beans. Leveraging the inherent health benefits of beans, the new snack line offers consumers a uniquely perfect combination of amazing taste and nutritional support. The snacks come in multiple flavors including chili-lime, sweet mesquite, and sour cream & onion. Each product is carefully crafted with flavorful beans, naturally seasoned and made with simple, delicious ingredients, containing no artificial colors, flavors, or preservatives, and a balanced blend of protein, fiber, and slow-burning carbs.
When building the campaign, we knew we needed to focus on the bold flavor distinction that Bush’s Beans now brings to the snacks aisle. We needed to show electric flavors, incredible taste, and a crispy treat paired with delicious dips you can’t wait to try.
The spots were filmed in Los Angeles with the help of production partner Sugarhi, with tasty results that include a 15-second piece, two six-second spots, and dozens of creative assets for digital, social, and print activation. The campaign runs from January 27 through March 31, 2020. Digital and social media placement also included uniquely-designed connections to culturally-relevant events such as The Grammy Awards, The Oscar Awards, and The Super Bowl.