Case Study: Bush's® Beans
A Bush’s® Beans retail brand refresh created the need to update the look and feel of the Bush’s Foodservice brand from rustic and hardworking to modern and welcoming.
(Ring any bells, Folgers®?)
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Work that demonstrates:
Communications + Media
Culinary Support + Implementation
Comprehensive Campaign Delivering a Connected Customer Experience
Brand Strategy, Retail Integration & Execution
Operator-Focused Campaign Concepts & Creative
Newsletter & E-mail Communication Workflow & Design
Manufacturer Website Design & Maintenance
Sell Sheet & Point of Sale
Foodservice Photoshoot & Videography
The Idea
Establish a new generation of bean believers.
The Plan
Bring a fresh new look and voice to life everywhere operators interact with Bush’s® Beans:
-Media
-Ongoing Newsletters
-Landing Pages
-Tradeshows
-Sales Touchpoints
-Website
-Recipe Content
Social Media Support
Bush’s® Beans content strategy: Demonstrate versatility, elevate global & regional flavors and support operator sustainability.
Niche media planning approach drove brand awareness for commercial, C&U and K-12 operators. Motion-forward content delivered against strategic pillars for global flavors and menu versatility.
Sales Product Guide connected product details with brand promise of versatility, flavor and sustainability.
Targeted digital media efforts focused on editorial alignment, hooking operators based on their need for versatility, global flavors or sustainable solutions.
Three distinct landing pages delivered custom content specifically designed for the operator’s primary need state: sustainability, versatile ingredients, and global flavors.
Turnkey Social Media Calendar, Graphics & Posts made it easy for operators to share flavor experiences with their customers.
Culinary-forward sales materials inspired product usage and made life easier for operators.
Tradeshow Graphics attracted show-goers with bold branding and flavor appeal.
Tradeshow support banners allowed customization at the booth to bring forward strategic content and channel-relevant culinary imagery.
New brand strategy informed an increased e-Newsletter cadence and content strategy with monthly Versatility emails and quarterly Global Flavors newsletters. Initial conversion rates (19%) indicate it’s working.
Manufacturer website optimizations with new branding elements and rich content additions resulted in a 200% increase in time on site.
The Results
Upon launch in Summer ’22, the brand was supported with 61 new foodservice photos, 9 recipe videos and 3 operator need-driven campaign landing pages, a refreshed website and multiple sales tools.
While the media is still really new to market, our niche channel strategy is garnering clicks nearly 7x higher than placement averages.