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

BUSH's_70Layer_IGGrid_09_v1.jpg — The tension’s building
(and so are the layers) 😬Can the #beansquad build the largest layered dip EVER? Check our profile to watch.
@guinnessworldrecords #WorldsBiggestBeanDip

BUSH's_70Layer_IGGrid_06_v1.jpg — Can the #beansquad dip bigger than any dip has dipped before? Head to our page to watch us pile on 70 layers 👀
@guinnessworldrecords

#WorldsBiggestBeanDip

BUSH's_70Layer_IGGrid_03_v1.jpg — 🚨CAN🚨WE🚨DIP🚨IT?🚨 The #beansquad just took on the

@guinnessworldrecords title for largest layered dip. Head to our profile to see if we pulled it off 👀
#WorldsBiggestBeanDip

BUSH's_70Layer_IGGrid_08_v1.jpg — Many have dreamed it.
Few have dared. Can the #beansquad’s 70-Layer Dip beat the @guinnessworldrecords title? Check our page to watch 👀#WorldsBiggestBeanDip

BUSH's_70Layer_IGGrid_05_v1.jpg — 1087 pounds. 70 layers.
1 dream. Watch the
#beansquad take on the
@guinnessworldrecords title for largest layered dip!
The dip was donated to a local charity to feed those in need.

BUSH's_70Layer_IGGrid_02_v1.jpg — Big games call for bigger dips. Check our page to watch the #beansquad
take on the
@guinnessworldrecords title for largest layered dip 😮

#WorldsBiggestBeanDip

BUSH's_70Layer_IGGrid_07_v1.jpg — The #beansquad presents:
🚨70-LAYER DIP 🚨
Head to our profile to
see if it breaks the
@guinnessworldrecords
title 🤯
#WorldsBiggestBeanDip

BUSH's_70Layer_IGGrid_04_v1.jpg — Tired: 7-Layer Dip.
WIRED: 70-Layer Dip.
Peep our page to watch us take on the
@guinnessworldrecords title for largest layered dip 😳

#WorldsBiggestBeanDip

BUSH's_70Layer_IGGrid_01_v1.jpg — We’re going big for Super Sunday...REALLY big. Watch us try to break the @guinnessworldrecords title for largest layered dip on our profile🤞🏈

#WorldsBiggestBeanDip

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.

🎶🔔Jingle beans, jingle beans, jingle all the wayyy 🔔🎶Follow us for 7 days of can-tastic BUSH’S giveaways!

Nothing’s cuter than @itsdukebush, but this plush toy is pretty close🐾 To enter for a chance to win: 1️⃣follow @bushsbeans 2️⃣comment on this post and tag two friends!

Feeling a little chilly?…(or chili?) This cozy sweater is just the thing. Enter for a chance to win:

We;re thinking about thos bean…ies. Enter for a chance to win this made-for-chili-szn hat:

BEHOLD: the ultimate bean-cooking apparatus! 🍳 Enter for a chance to win this @lodgecastiron skillet:

Cozy up to a hot cup of ☕...(or beans, we won't judge). Enter for a chance to win these BUSH'S® mugs:

Hit the road @itsdukebush-style with this doggie travel kit 🐾Enter for a chance to win:

Make your kitchen a BUSH’S kitchen with this apron, cook 📖, and chili mug! To enter for a chance to win: 1️⃣follow @bushsbeans 2️⃣comment on this post and tag two friends!

🚨GRAND PRIZE ALERT🚨 We’re giving one lucky winner a 👏CUSTOM 👏PAINTING👏WITH👏DUKE👏➕ a year of FREE BEANS to eat while admiring it 🎨

In-Feed SOCIAL

Roll that beautiful bean copy! I helped BUSH’S infuse their social content with humor and charisma. . .and the occasional #beanmeme.

Packing a healthy lunch for school? It’s no big wheel 🌀Recipe link in bio.

What you’re experiencing is called “dip envy.”

We won’t get too sappy, but we L🍁VE maple— (and Maple & Cured Bacon Baked Beans).

Warm chili. Full belly. Can’t lose. #WinterNights

We've been waiting for National Cheeseburger Day all September-ger 🍔Try celebrating with our Black Bean Burger Recipe - link in bio.

Raise a stein to your favorite “guten” boy at Naperville Oktoberfest 🍻Rain or shine, he’ll be shaking paws and posing for pics from 1:00 – 1:45.

Around here, #MeatlessMonday = #MoreBeansMonday

Sometimes when Jay's talking, I;m thinking about thos Beans #TrueConfessionsDay

The Bush Brothers > The Sanderson Sisters. Our Chili Beans will put a spell on you 🧙

Somewhere over the rainbow, salads look like THIS. More on this fiber-rich beauty at the link in bio 🌈

Step aside, bacon: chickpeas are our favorite tater topping 🥔😋#MeatlessMonday

Beefy? Try beany 🌱 These pinto bean and zucchini sliders are meatless (unless you want 🥓)

Slow Cooker Pulled Pork Tacos? Shell. Yeah. Recipe in bio 🌮

Put some pep in your prep with chickpeas ✨#MealPrep

Need a lucky St. Patrick’s Day recipe? This vegan Four Leaf Clover Shake is good for you (and party gold) 💰🌈

Flour-free ✅ Dairy-free ✅Chickpeas ✅❤️Link in bio for recipe.

@spinachtiger’s Mediterranean Shrimp and White Bean Soup is the cure for the bad-weather blues 🥣

Living life on the veg? This Sweet Potato Black Bean Chili is deliciously hearty and meat-free 🥣

Go ahead, miss your weekly grocery run. You can make these tacos with ingredients from your pantry 🌮

Tonight, we salsa! 💃 Try @naturallyella’s recipe for garbanzos with salsa verde for #MeatlessMonday

Did you know Southerners serve Hoppin' John to bring prosperity in the New Year? Try our recipe for a lucky New Year’s brunch 🎉

We want to see your Hallow-bean looks 👀Tag us in your Duke + Jay costume pics for a chance to be featured on our story 🎃

Feeling chili in the windy city? 🥶Stop by The Bean today for a free BUSH’S beanie! Look for the #BeanSquad while supplies last 👀#NationalBeanDay

Recipe Instagram Grid

Homestyle brunch anyone? These pan-fried Johnny Cakes are perfect with white beans and smoked salmon.

One can of black bean fiesta gives this stew complexity (but keeps your shopping list short). Recipe below.

Beans in dessert shouldn't be forbidden. Read on for our black beans and forbidden rice pudding recipe 🍙

Elevate weeknight eats with these easy stuffed peppers. Southwestern Style Chili Relleno recipe below 🌶️

BUSH’S® Butter Beans Blondies. Tongue twister; crowd pleaser 😋Get the recipe below.

Perfect for hors d'oeuvres or a light lunch. This recipe revamps bruschetta with garbanzos and a spinach wrap.

Stuff fresh pupusa dough with spicy chili beans and you're on your way to pillowy heaven ☁️

Colorful and comforting, this Sweet Potato Chili has everything you need for a savory meal. Recipe below.

Nothing beats Bourbon Street, but BUSH’S New Orleans Style Red Beans and Rice is the next best thing 🎉Recipe below.

Wish you were in NOLA for #mardigras? Let BUSH'S New Orleans Style Red Beans take you there 🎉

STORIES

Featured

WEBSITE

I also wrote metadata and web copy that got clicks for recipes, product drop-downs, and other scrumptious stuff on bushbeans.com.

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BUSH’S® KIDNEY BEANS IN A SPICY CHILI SAUCE

Just the right amount of spice, thanks to our slow-simmered sauce.

VIEW PRODUCT

BUSH’S® MIXED CHILI BEANS

Kidney and pinto beans go together in perfect harmony.

VIEW PRODUCT

Sweet BBQ Pork Chili

Brown sugar and spice and Dijon — so nice.

VIEW RECIPE

THE ANATOMY OF A GREAT CHILI RECIPE

Legendary chili cooks aren’t born. They’re made.

VIEW ARTICLE

FUN WAYS TO SERVE FALL DIPS

Dip into something festive.

VIEW ARTICLE

Black Bean Bow Tie Pasta Salad with Roasted Corn

Give your pasta salad some pizzazz. This fresh recipe starts with bow ties and gets even fancier.

Pulled Carnitas with Savory Southwestern Pinto Beans

Looking for a pulled pork recipe that skips the bun? Try pulled carnitas with pinto beans – one of many Southwestern dishes at BushBeans.com.

Spicy Turkey Pinto Biscuit Skillet

Spice up your skillet with this unconventional take on comfort food. View this recipe and other one-pan dinners at BushBeans.com.

Southwestern Open-Face Breakfast Tacos

Why not kick off Taco Tuesday early? Serve our Southwestern Style Pinto Beans sunny-side up with a wholesome combo of eggs and avocado.

Instant Pot Red Kidney Beans and Rice

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.

Instant Pot® Kale and Bean Sauté Recipe

Try making flavorful, tender greens in your Instant Pot. Get our Kale and Bean Sauté recipe at BushBeans.com.

Dip Into Game Day

Sports fans: it’s time to bring your A-game. Find recipes and hosting tips for your next football party at BushBeans.com.

Going Against (Or With) The Grain

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.

Host A Freezer Meal Swap

Save time in the kitchen by meal prepping with friends. Read our tips for hosting a freezer meal swap party at BushBeans.com.

Soup: The Ultimate Make-Ahead Meal

Freeze leftover soup for a satisfying meal you can thaw in minutes. Read on for more make-ahead meal tips at BushBeans.com.

All About the Instant Pot®

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.

Hopping John, Carolina Peas and Rice, Skippin’ Jenny—whatever you call it, this recipe starts the new year right.

This Brazilian Corn & Coconut Chowder is the perfect soup for staying in. Try making a big batch to freeze—it’s even better the next day.

Our Southern Style White Beans make this Chicken Pot Pie extra-hearty. The crust is a must!

Get seven layers of flavor in half as many steps. Prep this party favorite in just 10 minutes, starting with a can of BUSH’S Barbecue Baked Beans.

Don’t knock it ‘til you pie it. This Pinto Bean Pie is the signature dessert of the BUSH’S Visitors’ Center.

Have this creamy, steamy Easy White Chicken Chili on the table in under 40 minutes.

Cheer up an appetite? Huddle around the TV with our Big Game Chili.

Red, white, and beans – made easy in this All-American Chili recipe.

Why stop at one chili bean when you can have three? This Three Bean Chili recipe blends dark red kidney, pinto, and black beans with cinnamon for a sweet twist.

BUSH’S Chili Beans are slow-simmered in a special blend of chilies, cumin, and onion that cooks flavor into every bite. That’s what makes this classic Chili Beans Chili recipe anything but basic.

Roll that beautiful bean...costume? Learn how to dress up as Jay + Duke for Halloween.

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EMAIL

. . .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

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

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.

PINTEREST

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.

PINTEREST

And to keep the recipe inspiration flowing, I wrote search-optimized copy for BUSH’S boards and rich pins.

EMAIL

. . .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

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

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.

PINTEREST

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.

PINTEREST

And to keep the recipe inspiration flowing, I wrote search-optimized copy for BUSH’S boards and rich pins.

EMAIL

. . .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

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.

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.