We built modern brand affinity for BUSH’S Beans by turning the beloved Bush's mascot, Duke Bush, into an Instagram influencer. @itsdukebush.
brief
Find a new way to engage digital audience with Bush's Beans
Bush’s Beans wanted to become more relevant to younger, healthier minded women on social media.
Awards
2020 Webby Award - Best of Social
2020 Gold Regional Addy - Best Use of Social Platform
2020 Gold Regional Addy - Best Social Post - Black Turtleneck
2020 Communication Arts Advertising Awards - ShortlistMedia Post
client
Bush's Beans | Curiosity 360
MY ROLE
My partner, Rachel Carlson, and I had the idea to make the faithful golden retriever, Duke, a real influencer. Bush's loved the idea. Turns out, Jay Bush, the former mascot, has been trying to leave the spotlight for years. The team at 360 gave the idea its content and color, blowing it up to social channels and capturing the affection of many fans.
CREDITS
Curiosity 360
Creative Director | Lee Taylor
Copywriter | Rachel Carlson
