It’s amazing how a simple change can really spark your curiosity—enough to reach into your wallet. Take Bush’s Baked Beans, for example. Don’t get me wrong. I like baked beans as much as the next person. But I haven’t bought baked beans in a while, and I haven’t thought about buying baked beans in a while. Enter commercial for Bush’s Grillin’ Beans. This new twist on Baked Beans is supposed to “perfectly complement” grilled food. Now, I don’t know how different these new beans are, but it’s one more instance of adding a little twist to a familiar product–and then using that change for all it’s worth.

Because Grillin’ Beans are not just a new product. Bush’s Best has elevated them to campaign status. You can submit video featuring your own recipes that complement their Grillin’ Beans on their attractive and easy-to-use microsite. And what’s even smarter is partnering with the Food Network. Not only can you win $5,000 for a backyard makeover, you could also score an appearance on the TV Food Network.

Article Tags: Advertising | bush's grillin beans | campaign | food network challenge | food tv network | microsite
Filed under: Advertising, Campaign Critiques, Dorian Anderson, Marketing Innovation