An event-crashing Out-Of-Home campaign.
Project / Bush's Makes it a Meal
Art direction by Justin Valdez
Creative direction by Amanda Clark & Emma Siolka
Copy by me. Duh.
Bush's Beans are the perfect sidekick to just about any dish — they complete the meal. We wanted to bring this message to America in a BIG way, but with a short timeline and no official partnerships, our options were limited. So, we got scrappy, bought up surrounding OOH media, and brought beans to iconic summer events, no invite necessary.
First stop, Nathan's Hot Dog Eating Contest.
There was no better place to kick off our campaign than the heart of hot dog culture. Rather than steal the spotlight from Nathan's, we shared it. For over a week, our ads in Coney Island celebrated the union of Hot Dogs & Beans.
Then, The Minnesota State Fair.
The "Great Minnesota Get-Together" features some of the most delicious, decadent, and deep-fried foods known to man. The only thing that would make it better? A helping of Bush's Beans, of course.
Next was Milwaukee's Summerfest.
The "world's largest music festival" also features some incredible food, and we wanted in on the action. For Summerfest, we made beans the intersection of both music and food by imagining Bush's Beans as dinner's headlining band.
Finally, we arrived at Austin City Limits.
Austin is...different, and so were these beans. At ACL we launched Bush's Grillin' Beans ft. Mike's Hot Honey. More heat and more flavor meant even more messaging. Our ads were the trifecta of Austin culture, music culture, and bean culture.
